The challenge was to create a refreshed brand identity that encapsulated Tidewater’s vision: not only as a real estate developer but as an advocate for community and collective prosperity. The brand needed to appeal to a broad audience, including investors, local communities, and partners, while remaining agile and adaptable in a competitive market. It also had to reflect the dynamic, nature-inspired ethos of the Bay Area, where Tidewater operates.

We worked closely with Tidewater’s leadership team to refine the brand’s positioning and to create a refreshed visual identity. We began by examining Tidewater’s unique attributes, core strengths, and market position. We also explored the surrounding cultural and industry trends, identifying how Tidewater’s narrative could evolve to better align with its growth. The result was a multi-dimensional creative concept that blended traditional and modern design elements, inspired by the Bay Area’s natural landscape.

Throughout the process, we conducted regular workshops and discussions to ensure the refreshed brand would be a true reflection of Tidewater’s values: collaboration, sustainability, and community focus. Our creative direction was designed to position Tidewater as an innovative, yet grounded company that’s committed to long-term prosperity for all stakeholders.

Redbox worked with Tidewater across multiple phases to deliver a comprehensive brand refresh:

Phase 1: Brand Positioning & Strategy

• In-depth analysis of Tidewater’s market, strengths, and aspirations
  

• Development of brand positioning that emphasized collective prosperity and community impact
  

• Identification of core principles and brand values
  

Phase 2: Visual Identity Design

• Creation of a new, nature-inspired brand colour palette
  

• Logo refinement and typography selection to convey a clean, modern, and grounded aesthetic

• Development of brand imagery that reflected the dynamic nature of the Bay Area
  

Phase 3: Brand Guidelines & Implementation

• Creation of detailed brand guidelines for consistent application
  

• Adaptation of the visual identity for various media, including signage, print, digital, and marketing materials

The final brand solution for Tidewater combined timeless elegance with a contemporary feel. The refreshed brand identity features a clean, sans-serif typeface paired with serif accents for a modern yet rooted aesthetic. The colour palette was inspired by the natural world—sand, stone, tide, and golden hour hues—combined with a neon yellow accent for vibrancy and energy. This nature-inspired palette symbolizes the dynamic relationship between the built environment and the natural world, while also representing Tidewater’s energy and optimism.

The logo retained the Tidewater name, simplifying the icon into a supporting detail, reinforcing the brand’s focus on clarity and simplicity. The tagline, “Rise Together,” succinctly conveyed the brand’s commitment to collective prosperity, perfectly aligning with their vision of community engagement and shared success.

Tidewater’s refreshed brand identity has positioned them as a forward-thinking real estate developer with a strong sense of purpose. The new brand has been well-received by stakeholders, including partners, investors, and the communities in which Tidewater works. The modernized design and clear messaging have helped reinforce Tidewater’s commitment to sustainability, community, and economic growth, making them a more recognizable and trusted name in the Bay Area.

The brand refresh also opened doors for new partnerships and business opportunities, reinforcing Tidewater’s role as an industry leader that brings value to both the real estate market and the communities they invest in.

Working with Tidewater was a rewarding experience that dove into the intersection of real estate, community, and sustainability and stretched their vision. The project required us to understand the intricate balance between modernity and tradition, and how a brand can evolve while staying true to its roots. The collaboration with Tidewater was rooted in mutual respect for their vision, and the result—a brand that reflects both their entrepreneurial spirit and their commitment to creating thriving communities—was a perfect fit for their goals.