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A mixed-use destination in Charlotte’s SouthPark district, pairing a Class A office tower and a 19-story residential tower with ground-floor shops, restaurants, and a public art plaza.
Scope
We developed the brand foundation for The Gallery SouthPark, Hines’ first ground-up project in Charlotte. Our work started with brand strategy and positioning, grounded in market research and a review of the competitive set, to give a project with office, residential, and retail components one clear story. We then designed the logo and created a comprehensive brand guideline covering positioning language, logo usage, color palette, typography, textures and patterns, photography style, and logo applications.
Result
The Gallery has a cohesive identity and a strategic story that works across every part of the project. With positioning and visuals captured in one guideline, Hines has a consistent foundation to share with leasing teams, brokers, and future partners as the development moves forward.
