Condominium Branding, Print Collateral

4545 is the address of an exclusive, high design condominium project in the Central West End of St. Louis by Conrad Properties. With floor to ceiling glass, the architect's vision was to create a unique and truly modern building that stood in contrast to its historic, brick surroundings. My goal was to create a new identity system, including logo, print collateral, signage and advertising.

I worked with a team of designers to explore different branding options. My strategy was to rely heavily on the grid and sparse, minimal typography to evoke the modernist vision of the dwelling. I used asymmetry and white space to convey a feeling of openness and dynamism.

Date: 2004
Client: Conrad Properties
Role: Senior Designer