Challenge
JLL needed to develop a brand identity for Riverport, a 115,400 SF build-to-suit industrial development in Maryland Heights, Missouri, targeting logistics and manufacturing companies. The brand had to emphasize the property's strategic location at major interstate intersections and proximity to Lambert-St. Louis International Airport while standing out in signage applications.

Approach
I developed a design strategy that leveraged the property's multimodal transportation connectivity by incorporating a directional arrow into the 'o' of Riverport, symbolizing the site's connective location and strategic positioning. I designed a bold color palette optimized for signage visibility and created modern, geometric typography that reinforced the industrial positioning while appealing to logistics and distribution prospects.

Outcome
I delivered a modern logo that successfully hit the mark by using the directional arrow element within Riverport's 'o' to communicate connectivity and transportation advantages. My bold color palette design ensured maximum signage impact while the geometric logo approach created a professional brand identity that effectively resonated with the target industrial and manufacturing audience.