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The Story
The former Thomas Greenwater Treatment Facility located between the 2nd Street Retail District and the Seaholm Power Plant is set to be the new home of a 4.4 acre commercial and residential real estate development. After earning the exclusive right to purchase and revitalize the property, the Block 1 development team approached MOD to create an impactful brand for the structure that would entice the interest of the public to take advantage of this unique opportunity.

The Work
Phase 1: Commercial/Residential Naming
To start the brand development process, the first goal was to name the multi-million dollar, residential high-rise that would soon be under construction in Austin’s emerging 2nd Street District. Given the property’s rich history, we had no shortage of inspiration when it came to developing a name that would speak to both the property history as well as the target market. After an extensive research phase, we were able to develop several rounds of naming options for the team’s approval.

Phase 2: Brand Identity Development
Using the Northshore as the development’s official name, MOD delved into the process of creating the property’s brand identity, beginning with logo design. Upon rounds of direction exploration, color palette selections and design refinements, the Northshore team was thrilled with the final logo that spoke to both the property’s proximity to Lady Bird Lake as well as the classic, elegant look of the future structure.

Phase 3: Collateral & Website Development
To help the property generate interest around the upcoming start of leasing, we developed marketing materials aligned with the Northshore’s new brand identity. Construction site signage with leasing information drummed up curiosity around the upcoming residential and commercial property, as well as elevator panels and the future tower’s exterior signage. On the digital front, we designed a website with punchy copy and stunning images depicting the property’s amenities and prime location to popular Austin hotspots.

The Results
With MOD’s help on brand identity development and collateral and website design, construction is now underway on the downtown Austin high-rise and is quickly becoming one of the most buzzed-about residential and commercial real estate opportunities in the 2nd Street District.