A design-driven, urban oasis in the heart of Charlottesville, Six Hundred West Main is a new type of rental residence that delivers forward-thinking, distinctly modern design that feels like home. When the design and development team behind the project approached Storyware, they had a strong sense of the building’s brand, but they needed a creative team who could take their ideas and deliver all the necessary assets for a new business.
Working closely with the Six Hundred West Main team, Storyware spearheaded the brand development process, designing print and digital assets and developing an overarching brand strategy. Over the course of the project we’ve created the brand’s logo, press kit, posters, advertisements, swag, website and more.
What We Did
- Brand Strategy
- Digital and Print Assets
Before we could get started on any of the visual elements, we first had to lay the foundations of the brand. With input from the Six Hundred West Main team, we defined their vision, mission, and values and helped them develop a clear brand voice and personality. Defining these elements at the start provided an essential blueprint for all of the design work that followed, and has helped ensure the brand remains cohesive, consistent, and true to itself.
With the building blocks of the brand firmly in place, we were able to create the visual elements essential to communicating the building’s personality in print and online. Beginning with a logo that spoke to the building’s modern architecture, we then developed visual brand guidelines, including fonts and colors, to help ensure a consistent visual style. From here we were able to bring the brand to life in a range of mediums, designing a press kit, posters, keychains, invitations, clothing, construction fencing, stencils and advertisements that clearly reflected the brand’s personality.
The final stage of brand development was bringing Six Hundred West Main to life online. To keep timelines short and meet the needs of interested renters, we opted to create an initial site on Squarespace. Working closely with our client, we customized an off the shelf template to meet their needs, keeping development to a minimum while delivering brand personality and user friendly design.