Information
Walk-Up Apartments is a modern apartment building located in the Third-Ward neighborhood of Milwaukee, WI, that needed a concept, name, and branding that would set it apart from all of the new homes in the neighborhood. Located in a once-industrial area of downtown Milwaukee, the building once housed a clothing manufacturer, an auto repair and dealership, an ice house, a packaging storage warehouse, and finally, a training building for the Milwaukee Fire Department.
Problem
the project required me to create a concept, name, and branding that is unique, personal, and stands out in a sea of available residential options. The required deliverables include identity marks, print and digital assets, and a dynamic website.
Solution
utilize the building's vintage elements while creating a residence that is modern, comfortable, and desirable. Because the building once had a water tower, the idea was to create a Brooklyn-style walk-up apartment building with a functioning water tower as well as incorporate a residents-only bodega-style convenience store.
Above: Lock-up identity mark that incorporates the color palette.
Above: sketches and progression of the logo design.
Above: design assets used in various mockups.
