Client, Year
Klein Enterprises, 2020
Services
Brand Positioning
Brand Story
Logo
Identity Development
Messaging & Tone
Copywriting
Wayfinding
Architectural Signage
ADA Signage
UX/UI
Website
Motion Graphics
Brand Applications
Press
Baltimore Business Journal
The Baltimore Sun
Awards
Photography
Vivian Marie Doering
TPOZ Photography
The Woodberry
The place where style and nature meet
The Woodberry is a 284-unit luxury apartment building tucked away at the top of Baltimore city. Before opening, the development team asked Ashton to create a brand to match its laid-back, stylish environment. The resulting visual identity is elegant, inviting, and playful—just what future residents can expect from their new home.
The Woodberry borrows its name from the lush neighborhood where it’s located, at the top of the Jones Falls. We drew on these natural landmarks and the building’s bold interior lines and palettes to create a wordmark that felt both organic and refined.
When paired with scene-setting photography and contemporary typography, the mark goes a long way in cementing the brand as established and trustworthy.
Signature interlocking Os create an easy way for The Woodberry to make its presence known, from entranceways to embroidery.
The Woodberry brand, like its residents, is smart and relaxed. Editorial photography and fashion-inspired commentary add to a memorable brand experience, which includes a new-resident welcome kit filled with local goods. Among the bundle of Baltimore favorites is a custom magazine detailing the best trails, restaurants, and amenities waiting to be discovered once the reader settles into their new home.
A dipped-color effect is used throughout the brand to visually reinforce that The Woodberry is where style and nature meet. This concept is applied in various textures, patterns, and materials to continually surprise the viewer.
Even the most traditional signage was looked at from a fresh perspective. For the building sign, we ran the logo from bottom to top, then subtly applied the half-dipped effect.
Contrasting patterns and unexpected sizing contribute to a whimsical feel on site. Like the rest of The Woodberry, these studies encourage residents to derive delight from their surroundings.
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©2023 Ashton Design
Stay in Touch
©2023 Ashton Design