Brand Journey

Parcels

Branding, Collateral, Video, Naming, Environment, Website

Ready for pick-up.

The residential revitalization of a historic distribution hub called for a brand identity that revered both the past and the present.

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Parcels is the residential arm of Crosstown Concourse, a 1.5 million square foot “vertical urban village” developed in the former Sears Crosstown building in the heart of Memphis.

Owing to the history of the building as a distribution hub for Sears from 1927 to 1993, the name Parcels is an homage to the tens of thousands of packages that flowed in and out of the building on a daily basis, as well as a description of what each residence is: your own parcel of space inside the village.


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We created a custom typeface out of rectangular boxes to further connect the history of the building to the design elements present in the redevelopment.


 

SIGNAGE

 
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A main component of the Concourse mission is to create and take advantage of unexpected opportunities. We looked at a blank four-story wall and saw an opportunity to create a massive, yet subtle, four-story sculptural installation that can be art or signage, depending on how you look at it. We sourced durable, lightweight materials, taking into consideration the prominence of the fixture and ease of maintenance in the future. 


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Parcels wanted a common gathering space for its tenants, so we designed a striking cantilevered box with wood strapping-- mimicking a wrapped package-- that could function as Parcels’ “front porch.”


 

WAYFINDING

 
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WEBSITE

 

As Parcels was part of the larger Concourse entity, we made sure to keep the look and navigation consistent with the existing Crosstown Concourse website, but added visual interest with a UX that evokes the feeling of never leaving the site, while delivering a distinctly separate experience.

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PRINT COLLATERAL

 
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