Branditecture. Branding is more than a logo. Architecture is more than a building.
A brand brings out the identity of a particular story. So, how do you take the potential residing in a particular place or culture and use architecture in conjunction with urban design to express the culture in a way that leads people to identify with it, the story. It’s about connecting with that moment in time when a place becomes your destination, your home. You can see why it’s necessary to nurture that sense of belonging. That’s what makes the Hub City Lofts project a success. The brands of each building establish belonging by revealing their story to create a cultural connection, ultimately creating a destination.
In developing the identity for this project, although the immediate stories of these two buildings are remarkably different, the ultimate story is clear. Hub City Lofts is about the rejuvenation of the urbanite lifestyle, and more.
A resurrected beauty located on the corner of Front Street and Short Street, The America Building provides a creative alternative for your urban lifestyle. Distinction is drawn from the playful use of color, character, and contemporary vibe that manifest themselves in the spirit of Laissez-Faire. Its reclaim on life fosters an atmosphere of acceptance while creating the kind of work-live-play place that seeks those who embrace the fact that we can change the world.
The Carter Building.
John Carter was a distinguished gentleman whose name was synonymous with stalwart character and a rich love for Hattiesburg. It’s in this spirit that the magnificent building which bears his name will be resurrected to reflect its original strength and beauty. Located on the corner of Front Street and Main Street, The Carter Building’s (previously the Faulkner Building) handsome stature and strapping details portray a confidence and purpose as resolute as the revitalization of Downtown Hattiesburg itself.
A temporary landing page was designed and developed to serve as an online portal for Hub City Lofts to answer the question, “What’s happening in Downtown Hattiesburg?”
Photography by Bishop Creatives