The Obama Building

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The Obama Building is a small-scale mixed use redevelopment project seeing the transformation of historic retail structure at a prominent intersection in the heart if a vibrant and creative neighborhood. A former state savings bank and once-thriving retail mall had fallen to neglect but become a canvas for the arts within the surrounding community.

Working in concert with the new property holders, WT? led a participatory naming and brand-design process specifically geared toward the existing neighbors and leaders in the community. Through multiple workshops and engagement sessions, we collected stories, inputs and preferences from residents leading to a colorful and contextual brand expression for the collectively coined ‘Obama’ Building – named in honor of a street-art portrait of Brarack & Michelle, that lived prominitely on the vacant buildings exterior fort years prior to renovation.

The resulting brand work extends to leasing and activation of the window front, gallery and apartment wayfinfing, print collateral and a leasing website.