Featuring industrial chic apartments in a boutique setting at the heart of DC’s most vibrant artisan scene, The Edison is the first multifamily delivery in the red-hot Union Market District. Named in honor of America’s original inventor, The Edison is leading a creative renaissance where food, fashion, music and art are all just steps away. The building’s brand promise capitalizes on the concept of innovation, encouraging tenants that “great minds live alike” with the hashtag, #InventorsWanted. The visual identity includes a typewriter “E” logo, where the bottom nub of the letter drops downward to mimic the shape of a light bulb. A custom logotype is set in slab serif typography and makes use of texture to create a weathered look that is contemporary and rustic. Lifestyle photography captures the diversity and charm of the neighborhood, while collateral, environmental and digital experiences further enhance the brand story in a palette of gold and black with patent textures, patterns and graphic overlays providing depth and a tactile feel.