INDUSTRY:
COMMERCIAL REAL ESTATE
CLIENT:
CUSHMAN & WAKFIELD
YEAR:
2022
EXPERIENCE:
BRAND DESIGN // PRINT DESIGN // EMAIL MARKETING
86 Joy Street
about.
A property branding project encompassing logo design and layout of an Offering Memorandum. 86 Joy Street is located in Somerville, MA and the brand and marketing collateral embraced the ideas of revitalizing/redevloping a property which played host to artist and maker communities. Leaning into the industrial nature of the building and its surroundings, the brand sought to honor the artists' touches present on the exterior of the building while imagining a modern clean aesthetic that could be carried through in future development and redesign of the building after its sale.
challenge.
The challenge of this project was creating a brand and an OM that would excite potential buyers when the building was in such rough shape. Creating something that relied on existing property photography was not an option.
result.
Using a bright yellow and solid black color scheme created a high contrast element in its own right, which could draw the focus of the user away from the building images themselves and instead focus on the content and context provided throughout the OM. Establishing Rift and Gotham as the brand fonts, created a clean and easily readable environment, again contrasting the rougher property itself.
