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Identity Design, Logo Design, Strategy & Research, Digital & Print Design
Designed the visual identity for Peco Pointe Lofts , a luxury loft community located at the intersection of Cooper and Peabody in Midtown Memphis. The brand was crafted to reflect both the sophistication of its modern design and the vibrant character of its surrounding neighborhood, known for its eclectic mix of shops, restaurants, and entertainment.
Description
For Peco Pointe, I developed a visual system that highlights its elevated amenities and sense of place. Drawing inspiration from the property’s sleek interiors—marked by recessed lighting, large windows, and modern finishes—the identity incorporates refined typography, a clean yet bold palette, and design elements that emphasize accessibility as much as luxury. The result is a cohesive identity that reinforces Peco Pointe’s promise: an exceptional living experience in the heart of Midtown Memphis, where great neighborhoods intersect.
Scope of Work
Crafted a visual identity that reflects both the elevated lifestyle and the Midtown energy of Peco Pointe. The system balances luxury with approachability, ensuring the brand resonates with residents seeking a modern yet connected living experience.
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Developed a sleek, contemporary logo inspired by the clean architectural lines and bold presence of the complex. The mark was designed to feel timeless while capturing the sophistication of a high-end Memphis residence.
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Conducted research into Midtown’s cultural vibe, local businesses, and community expectations to inform the brand direction. This groundwork ensured the identity aligned with the neighborhood’s growth while respecting its character and anticipating the development’s impact on the area.
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Designed cohesive layouts for both digital platforms and print applications, from the website experience to magazine spreads. Each asset maintained a polished, on-brand look, reinforcing Peco Pointe’s luxury positioning across every touchpoint.
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©2025 Christopher Davis and Respective Brands
