A Custom Website and Brand Materials for New Luxury Apartments in Philadelphia’s Washington Square West.

210 South 12th is a new apartment residence designed by world-renowned, Pritzker Prize-winning architects RSHP. Rising above the rest, 210 South 12th offers a one of a kind living experience with bespoke design, amenities, and every creature comfort for those seeking an elevated living experience at the heart of Center City Philadelphia. We helped bring this new addition to Philadelphia’s skyline to life through branding, collateral and web design.

+ client: midwood investment & development
+ lead designer & web designer
project details

  • Naming
    Brand Strategy
    Visual Identity & Brand Guidelines
    Writing
    Marketing Collateral
    Illustrated Map
    Temporary Splash Page
    Full Website Design
    Signage

  • CREATIVE
    Studio – The Heads of State
    Creative Director – Jason Kernevich, Dusty Summers
    Design – Anna Williams, Brandon Wherley
    Web Design – Anna Williams
    Web Development – Sean Brodbeck

    CLIENT
    Building Developer – Midwood Investment and Development
    Building Management – Scully Company
    Architect – RSHP (formerly known as Rogers Stirk Harbour + Partners),
    Interior Architect – Midwood Design Studio & Perkins Eastman (formerly known as BLT Architects)
    Public Relations – Optimist Consulting
    Project Consultant – David Spector
    Photography – Laura Randall, Optimist Consulting

  • 2022-2024

  • Design // Web Design // Map Illustration

    After the initial logo and bare bones of the visual identity were developed, my role was working as the sole Designer where I wore multiple hats. I…

    • Developed new brand expansions including custom mesh gradient graphic assets, typographic styles, and a comprehensive UI system

    • Designed branded print collateral for on-site usage and promotional events, setting up all files for production

    • Designed a comprehensive style guide for client guidance on visual identity & brand messaging

    • Led design in creating an 8 page custom Wordpress website

    • Used brand strategy and user audiences created by strategist and creative directors to drive site map and wireframe decisions

    • Conducted weekly check-ins with project real estate developers and property managers to receive detailed feedback and provide updates on design & development progress

    • Led regular check-ins and communication with developer to ensure design and functionality translated seamlessly from prototypes to live website

    • Worked within Wordpress to help client populate new imagery, updated copy, and other assets prior to handoff

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