The Modern brand identity applied to signage and leasing collateral.

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

  • 01

  • 02

  • 03

  • 04

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

Stationery and marketing mockups using The Modern’s custom brand design.
Stationery and marketing mockups using The Modern’s custom brand design.
Stationery and marketing mockups using The Modern’s custom brand design.
Stationery and marketing mockups using The Modern’s custom brand design.
Stationery and marketing mockups using The Modern’s custom brand design.
Developed a painterly palette featuring fine-art colors (e.g., Alizarin Crimson, Cobalt Blue)
Pattern and graphic elements for The Modern inspired by modernist painting.
The Modern brand identity applied to signage and leasing collateral.
Crafted a logo and identity system rooted in modern art and architectural context
Crafted a logo and identity system rooted in modern art and architectural context

In The News

Pattern and graphic elements for The Modern inspired by modernist painting

Perkins & Will

“Quiet confidence: subtly elegant, sculpted massing that reshapes the skyline.”

Previous

Oktane 2018 Beyond
Next

300 Kansas