The Flats on Howard

Umbrella brand unifying two city blocks

SOLUTION:

Clients began a neighborhood revival project in downtown Omaha, consisting of nine vastly different structures built over the course of more than half a century. The new neighborhood needed a unifying, cohesive story.

To bring cohesion to such unique and individual buildings we focused on each unique roofline— simplified and reflected—to create a family of distinct yet cohesive logomarks. To help residents connect with the history and original habitants of the neighborhood, we developed a family of fictional characters. I was honored to partner with SLC-based illustrator Hallie Rose Taylor to personify each building's story. 

The art package brightens corridors in each building, and provides a visual nod to The Flats' overall neighborhood identity, featuring collages of found historic imagery, and local Nebraskan flora + fauna.  Each property’s unique roofline further distinguishes patterning within the visual system, subtly reinforcing location to residents and guests.