Case Study: SuperBlock





APT101 was hired to create a name and visual identity for an east village block owned by Navarra Properties.


Our Process:

1. ) Start with the Foundation. We begin the project by researching the history of the building and the surrounding community. We then develop a naming framework that includes name options and narratives.

2. ) Establish the Brand. Once we have the name, we develop the overall brand direction.

3.) The ToolKit. We then deliver the brand narrative and brand direction as a brand style guide. Once the brand style and messaging have been established, we build out the necessary marketing and collateral materials to include prospective tenant marketing book, splash page, and support materials.


Brand Naming:

Located in the heard of I.D.E.A. District and the East Village Neighborhood, this block has a unique opportunity as a warehouse conversion to attract a large technology or design based company with its large floor plate and open layout.


As we developed the naming options for the building, we felt it was essential to create a framework for the name that would allow its location to remain part of the name to root it into the community and specifically I.D.E.A. District. The name SuperBlock gives mention to the size of the project, which is 2x the size of a standard block, but it also adds a superlative endorsement at the same time.


Brand Identity:

Building on a primary color scheme and a layout that mimics the division of the superblock, this logo composition again plays on a variety of factors: design-forward with “golden ratio” style segmentation while block layout, idea blocks building upon each other.





Marketing Materials:

And finally we built out the necessary marketing and collateral materials to include prospective tenant marketing book, splash page, and support materials.










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