The Broderick Building
My Role: Integrated Designer, Creative Direction
Overview: Nestled in Seattle’s Pioneer Square, this historical building is rich in character and situated in a vibrant neighborhood known for its art galleries, dining, and tech talent. Recently connected to the new waterfront, Pioneer Square is transitioning into a bustling urban hub.
Challenge: The objective was to develop marketing materials that reflect a modern, "speakeasy" vibe, distancing slightly from the historical aesthetic while still honoring the building's storied past. This approach needed to cater to the area's blend of creative agencies and boutique shops while appealing to contemporary sensibilities.
Solution: The branding initiative adopted the metaphor of an octopus, symbolizing versatility, intelligence, and adaptability. The brand delivers flexible, innovative solutions to accommodate tenants' diverse needs. Thoughtfully selected typefaces created an elevated aesthetic, balancing modern sophistication with subtle historical nods. Based on my suggestion, including "The" in the building’s name enhances its identity and character.
Execution:
Marketing materials captured the essence of a modern speakeasy, integrating elements that speak to the building's unique heritage without overwhelming the contemporary style.
Design assets were presented to building ownership, emphasizing the strategic move away from purely historical representation.
The brand narrative focused on the building as an adaptive and iconic symbol within Pioneer Square, positioning it as an attractive destination for creative and tech-oriented businesses.
Impact: This brand strategy successfully positioned the building as a landmark in a transitioning neighborhood, appealing to a diverse, modern audience while maintaining its historical charm.
Feedback: “The first (octopus) design has been approved - the client loved it. Great work! They said, ‘I don't know who this Neil is, but he's very talented.’”
