Naming and branding a luxury Seattle high-rise
Working with Martin Selig Real Estate through Butchershop, I led brand development for The Modern, a mixed-use tower in Seattle’s Belltown. After rounds of naming options, we settled on The Modern, paying homage to Martin Selig’s distinguished art collection. Think Rothko and Calder. The identity system drew on fine art sensibilities: the color palette echoed artist pigments like Alizarin Crimson and Cobalt Blue, while the logo and visual language translated that sense of elevated creativity and ownership for future residents.
Senior Designer
Butchershop Creative
San Francisco, CA
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The Process
Conducted naming workshops informed by brand heritage and artistic legacy
Crafted a logo and identity system rooted in modern art and architectural context
Developed a painterly palette featuring fine-art colors
Designed pattern motifs and typographic treatments reflecting art-world minimalism
Created visuals that evoke residents as “creators of their lives” in a luxury tower
Delivered brand standards for signage, digital, leasing materials, and collateral
