“Greenspace. Thinkspace. Dreamspace. And skyline views. We’re bringing new ideas and new gathering places to one of the coolest neighborhoods in the QC. Anchored by two soon-to-be fully restored vintage buildings, our property will offer offices, apartments, retail and art installations that are one with the neighborhood but stand out from the pack.”
Commonwealth is an upcoming addition—currently in development—to the Plaza Midwood neighborhood of Charlotte. Funky, welcoming, and raw, we needed a brand that would fit in immediately. Taking heavy cues from its namesake, I combined a squirrel (“common”) and a crown (“wealth,” also a nod to Queen City) to create the mark. Everything from there flowed naturally, by pulling cues from Plaza’s industrial rail history both in color and texture.
Photography: Tibor Nemeth
A custom sticker sheet featuring various graphic elements originally created for different touchpoints throughout the campaign—ranging from our hardhat squirrel to railway-token-inspired graphic elements.
My favorite part of this brand! Customizing the squirrel depending on the situation introduces an incredibly fun aspect to the system.