A short video applying motion to visual branding excites social media users about a new real estate development helping to revitalize part of St. Louis City.
For several decades, a huge, century-old building taking up an entire city block had been sitting primarily empty near downtown St. Louis. A real estate developer had recently purchased it to turn it from unused warehousing space to modern, amenity-rich apartments.
Our agency developed a name and brand identity worthy of the historic building and its location within a revitalized area of town. Inspired by the masculine and sophisticated mockups of the building’s future interiors and the new MLS soccer stadium being built just a few blocks away, we landed on The Victor as the name. The word form inspired much of the brand visuals. The V set the foundation for a logo that mixies a serif and sans serif typeface within a single character—representative of both the building’s history and future. A bold repeat of the word “VICTORIOUS” in all caps type makes up a refreshingly simple brand pattern, and the upward slant of the V serves as a mask for photos. An understated color palette keeps the design timeless.
We showcased the visual identity through a video created for social media, animating the logo and bringing movement to the typefaces, colors and brand pattern. The final product is a short, simple and mesmerizing look at a a set of visuals that together, help bring new life to an old, underused space—and the city as a whole.
