Six Twelve

The Brief & Strategic Challenge

Six Twelve was a planned luxury residential development adjacent to Six Hundred West Main in Charlottesville, Virginia. The project required its own distinct brand identity while still fitting naturally within the shared environment of the two properties.

After completing the Six Hundred West Main brand identity in 2018, I was brought in to develop the brand strategy, positioning, and visual identity for Six Twelve in 2020. The goal was to translate the planned architecture and character of the property into a cohesive identity that could help communicate the development during the planning and approval process.

Creative Direction & System Design

Where Six Hundred West Main took a dark, edgy approach influenced by rock-and-roll and editorial design, Six Twelve was intentionally quieter and more understated.

The identity uses an airy, minimal palette, geometric typography, and rounded architectural forms inspired by the planned building. The resulting system was designed to feel contemporary and refined while giving Six Twelve a distinct personality of its own.

The identity extended beyond the logo into brand messaging, site signage, print collateral, and digital applications.

The Outcome

The identity was used throughout the project's planning and presentation materials, with the architectural team incorporating the branding into drawings and other representations of the proposed development.

The project received planning approvals, but construction was later put on hold due to pandemic-era supply issues and increased development costs. The development is expected to eventually move forward, but there is currently no established construction timeline.