Heritage White Plains

Logo and naming development for an outdoor boutique shopping experience featuring exclusive retailers not found in typical mall settings. The brand concept of “modern heritage” captures the idea of traditional luxury with a contemporary spirit and speaks to a customer who is equally at home on the polo circuit in Greenwich, on the streets of Manhattan’s Meat Packing District or on a plane to remote, exotic destinations. Visual inspiration explored themes of “Equestrian Chic”, “Industrial Glamour” and “Nomadic Luxury”. The logo needed to work at various sizes for signage, collateral and merchandising applications. A selection of the presented naming and design concepts are shown here. 

To bring the chosen brand identity to life, a marketing brochure was proposed for leasing agents to present the Heritage White Plains value proposition in meetings with prospective tenants. Luxurious textures, embossed elements, rich jewel tones and fashion photography build a sophisticated brand aesthetic for this as yet unbuilt project.

Role :: brand strategy, naming, creative direction and design development

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