![The new design system design and developed to optimize the Streetworks brand. White logo over black background](https://mblm.com/wp-content/uploads/2023/01/Streetworks_Case_hero.png)
Making Great Places That People Love
Optimizing the Streetworks brand
- Developed compelling promise and segmented messaging
- Bold new logo and design system
- Internal brand launch to create excitement and alignment
- Presentations to investors and internal executives
As a leading developer and place maker, Streetworks has more than 40 years of experience and 20 million square feet of mixed-use projects underway.
With a proprietary process and a proven track record of success, the brand wanted to signal new and expanded opportunities as the real estate development division within the iconic Hudson’s Bay Company.
![A green wall with the image of a woman and the Street Works logo applied to it](https://mblm.com/wp-content/uploads/2023/01/MicrosoftTeams-image-29.jpeg)
![a group of people riding bicycles along a street in front of a black wall with the design system designed for Street Works applied in white](https://mblm.com/wp-content/uploads/2023/01/Streetworks_Case_3_50.jpeg)
MBLM worked closely with the founders to shape a distinct narrative, highlighting their strengths, passion, and results.
We also crafted stories for each of their important audience segments. A new bold identity signaled creativity and being an intrinsic part of the communities they design and redefine.
![an aerial view of a city with many buildings, in the center a roundabout, with the geometry that inspired the logo](https://mblm.com/wp-content/uploads/2023/01/Streetworks_Case_4_100-1536x761-1.jpeg)
![The Logo and graphic motif applied to a window](https://mblm.com/wp-content/uploads/2023/01/Streetworks_Case_5_50.jpeg)
![a black billboard over a construction site with the logo applied in white](https://mblm.com/wp-content/uploads/2023/01/Streetworks_Case_6_50.jpeg)
MBLM extended this work by developing an initial web presence as well as investor and executive presentations and videos.
![a young woman making a square shape with her hands](https://mblm.com/wp-content/uploads/2023/01/Streetworks_Case_7_100-1536x761-1.jpeg)
We shaped an internal brand launch, celebrating the rebrand as well as the relationship between Streetworks and Hudson’s Bay Company, which created a sense of enthusiasm and excitement.
![a white and gold pin with the logo of Street Works over a textured black fabric](https://mblm.com/wp-content/uploads/2023/01/Streetworks_Case_8_50.jpeg)
![a man wearing a black vest with neon stripes and the logo of street works in white](https://mblm.com/wp-content/uploads/2023/01/Streetworks_Case_9_50.jpeg)