Six Hundred West Main

The Brief & Strategic Challenge

Six Hundred West Main is a high-profile luxury residential development in Charlottesville, Virginia, located along the corridor connecting the University of Virginia and the historic Downtown Mall.

I was brought in to establish the property's brand identity during its pre-development phase, creating a distinctive position in the market before the building was completed and developing a visual system that could extend across the property's physical and marketing presence.

The challenge was to create something that felt premium and contemporary while reflecting the building's modern architecture and its location within Charlottesville's creative and cultural landscape.

Creative Direction & System Design

The identity takes a bold, editorial approach, using sharp geometric forms, deep contrast, custom typography, and a visual approach influenced by modern architecture, vintage rock posters, and the energy of West Main Street.

The system was designed to work well beyond a logo, extending across environmental graphics, site signage, stationery, leasing and marketing collateral, digital marketing, and a custom printed and hand assembled press kit.

The Outcome

The result was a complete brand identity for a luxury development that could establish its presence before construction was complete and carry consistently across physical, print, and digital applications.

In 2020, I was brought back to develop the identity for Six Twelve, a neighboring property with its own distinct character. The two brands were designed to coexist within the same environment without looking or feeling the same.