Metro 18

Revealing the invisible

Metro 18 specializes in the design and deployment of smart home technology systems for high-end, luxury homes. They came to us at an exciting moment, with a brand new office in San Francisco, and a deep portfolio of work with California’s top architects and builders. They needed a new brand and website to communicate their unparalleled professionalism, ingenuity, and customer service.


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Revealing the invisible

The company presented us with an interesting conundrum: how do you show the invisible? With so much of Metro 18’s work hiding behind the walls and moving wirelessly through the air, the imagery could not be derived from product shots alone. We instead created a visual strategy that focuses on the lifestyle of understanted, natural ease and luxury that Metro 18 provides for their clients, and the role they play as the consummate partners for high-end architects and builders.

“The process of working with Loyal was almost more valuable than the final product. The working dynamic and relationship helped us understand our needs and ultimately arrive at a destination well beyond what we initially set out to develop. The result of deeply pondering, investigating, and considering all the possibilities ultimately was pivotal in our branding and our positioning to our public. Our new brand and website finally reflect our own level of professionalism, the values that drive us, and what we truly offer our clients. This has had a huge impact when we reach out to new business targets, and has facilitated referrals to new business opportunities. And most importantly, our new brand has allowed our own team to see ourselves and our work in a fresh, new, and inspiring light.”


Jay Bakaler, President of Metro 18