Tower East

 

Art Direction, Branding, Strategy, Collateral, Photography

 

Located in Shaker Heights, Ohio, Tower East anchors the emerging Van Aken District, and is Shaker Heights’ most significant historical commercial building, designed by famous architect Walter Gropius. The building combines distinctive architecture features, such as a sun-shaded and open cornered concrete exterior walls, walnut-paneled corridors and high-ceiling lobbies with terrazzo floors and concrete walls. The building was sold and placed under new management in October 2016.

 

The sale of the building brought a need for a new, refreshed visual identity and marketing materials to match. Images below show the new logo design along with marketing materials in both the print and digital space. The visual identity was created using inspiration from the clean, bold lines of the building. A condensed typeface was used to mirror the building’s height. In addition, a stoic, polished color palette of deep blues, greys, and greens were used to appeal to professionals in the area. More than just a logo or a color palette, the identity is an experience that captures the essence of ambition and sophistication.

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