210 South 12th

210 South 12th is a new apartment residence designed by world-renowned, Pritzker Prize-winning architects RSHP, located in the heart of Philadelphia’s Washington Square West neighborhood. Partnering with a large team of visionaries, we helped bring this acclaimed building to life through branding, collateral and web design.

After the initial logo and brand was developed, my role was working as the sole designer — continuing to refine & expand upon the visual identity, design any new brand assets & marketing collateral, and spearhead the custom website design process.

role

Lead Designer & Web Designer

team

Created at The Heads of State
Client: Midwood Investment and Development
Creative Direction: Jason Kernevich, Dusty Summers
Brand Design: Brandon Wherley
Web Development: Sean Brodbeck

Deliverables

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

Color inspiration was pulled from the distinct colors of RSHP’s exterior building design, and we created custom mesh gradients to add a subtle level of depth to the website.

  • Real Estate Developers: Midwood Investment and Development
    Property Managers: Scully Company
    Public Relations: Optimist Consulting
    Project Consultant: David Spector
    Photography: Laura Randall at Optimist Consulting
    Architects: RSHP (formerly known as Rogers Stirk Harbour + Partners), Midwood Design Studio, & BLT Architects

    • 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

    • 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

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

    • Conducted 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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