Elevate

Reframing a district.

An underutilized corner of Santa Monica was rejuvenated with bold architecture and ambitions of becoming a community. The objective for the brand and signage, to support and blend seamlessly with the built environment. Beveled articulations in the facade of the building informed a system of frame shapes that can be reworked and remixed for various signage, print, and digital applications. Companion project to The Jaxon.

Art direction & design: Sean Kelley | Creative direction: Ron Miriello