Mandela Station at West Oakland BART — Hub, Heart, Home

Capturing the essence of the West Oakland community.

West Oakland is an area between the growing downtown of Oakland and the bustling Port of Oakland. It’s a mixture of 19th century Victorians, old warehouses, and small factories. It’s also one of the most diverse communities in Oakland and the Bay Area with younger renters and homebuyers, a large and historic African American community and Asian and Hispanic communities. An essential part of this community is West Oakland BART, only 7 minutes from downtown San Francisco and the most centrally located BART station in the Bay Area. Now approved for development on this site is Mandela Station, a dynamic mixed-used transit-oriented development built on the site of the West Oakland BART station.

Radiant created the Mandela Station story through video and visuals.         

RadiantBrands was brought in by the development team of Alan Dones of SUDA and planners and architects JRDV to shape the branding, marketing and website of this community. Our goal was to tell the story of this project as a key part of the future of West Oakland and the Bay Area. With a unique focus on life sciences, this site will have over 300,000 square feet of research space that UC Berkeley, the Berkeley Lab, QB3 the innovation hub of UC and UCSF can easily access, bringing together hundreds of researchers as part of a new onsite creative community. And with over 350 units of housing, and 20,000 square feet of retail, Mandela Station will become its own destination in the Bay Area.

Creating diversity and connection.

One of the most important elements of our communications strategy was to create a short, energetic video that tells the story of the present and future of a new community. A community like nowhere else, one that will challenge concepts of where people live work and connect. This is why we developed the tagline Hub, Heart, Home to reflect the community that is growing and being created in this area.