The Batley

Branding / Web Design

Challenge

The Batley is a new development situated within the up-and-coming DC neighborhood of Union Market. The location has a long history for being a melting pot of artists and the counter culture. The challenge I faced was creating a refined experience expected at this price point while still staying authentic with the existing culture.

Research

A fellow designer and I traveled to DC to experience this area first-hand. We interviewed local shopkeepers and patrons and asked them about their concerns and what they thought about the development. We immersed ourselves into the local scene as much as possible. I was so inspired by how vibrant and colorful the neighborhood was and how far removed it was from the professionalism that usually comes to mind when one thinks of DC.

Outcome

The resulting branding is speckled with paint strokes that was inspired by the rugged edges and exposed brick that characterized most of the buildings in the area. Incorporating real graffiti elements into the brand was another unique way to add a touch of personalization while also paying homage to the neighborhood.

Roles

Design Lead - Michael Manisa, KDS
Project Manager - Erika Putinsky, KDS
Marketing Director - Alice Tanchel, Trammel Crow Residential
Web Development - THIRD Interactive, Agency