We were approached by SHIFT Capital — a community-driven investment firm — to develop a brand for their newest project — an ambitious and transformative mixed-use development consisting of new construction and adaptive reuse along the rail corridor in Philadelphia. Aiming to reconnect neighborhoods, form a transit-oriented community, and generate economic opportunity.

 

We began with an extensive discovery phase filled with in-depth discussion with both community and project stakeholders to get an understanding of the area, its history, and its residents. Following our research, we developed a foundational creative strategy and brand positioning to guide the brand development. The resulting identity is packed with tons of character and visual nods to the area's rich industrial and transit history — including a bespoke wordmark, the various shapes taken from the nippers a train conductor would use to punch your ticket, and our little conductor mascot.