Bosa is a landmark developer in San Diego, responsible for many of the waterfront condominium towers that make up the downtown skyline. For Diega, they were venturing into the apartment format, and they were doing it with a full city block dual-tower design. Our goal was to take their refined, for-sale residence style and match it to a more urbane, city-center location. Our take was to pivot away from two brand positions that dominate this market – saturated sunny SD-cliche and edgy industrial chic. We introduce a more journalistic, editorial approach that made Diega a savvy destination for the smarty and styled.