Concepting / Identity / Web Design / Copy Contributions
As the architect of the first LEED-registered building of its kind, Mark Helder had a vision of creating a mixed-use space on the ground floor of his building to provide clients with a distinctive space for limited-time projects. Due to a crowded marketplace and the sudden commonality of the pop-up shop concept, I knew it was most important that all communications profile what makes the space unique—the building's distinctive look. Its narrow shape and its solar panel facade have made the building a neighborhood landmark. To prospective clients, this means major exposure and a green profile for their projects.
I wanted all communications to reference that. I created the logo as a typographic representation of the building through the stacking of type and color. Color became a significant part of the concept. I decided never to use the color green to communicate the environmental consciousness of the building but rather to use yellow and blue. These colors make physical reference to the building and cleverly communicate the "green" element as the combination of yellow and blue. I also coined the term "inventable space" to allude to the concept of a raw space with the capacity to become anything imaginable.
Idenity / Illustration
Identity
Identity / Design / illustration