Based on the market research we executed for The Hawkins team, and the wish to somehow connect the building to the history of the city and its surroundings, we brainstormed several brand directions.

Ultimately, the goal was to create a feeling of excitement and refuge for its prospect residents. We positioned The Hawkins as a place of connection, where all roads meet, and travelers find a place to settle and rest.

Once we had established the vision for the brand, executing the visuals became a fun exploration of blending different styles, moods, materials and even messaging choices.

We explored modern brutalism with a dash of playfulness and a continuous sense of dynamism.

How did that translate visually? Angular logo, italic type treatments, box layouts that subtly resemble transportation tickets, dashed lines, and other playful symbols. This isn’t your standard real estate.