Signal house
Project Overview
Signal House is a 10-story trophy office building designed by Gensler, located in the heart of Washington, D.C.’s Union Market District. The building’s terracotta, metal, and glass façade pays tribute to the area’s industrial heritage while introducing a modern architectural presence within the rapidly evolving neighborhood.
To support leasing and market positioning, a suite of branded marketing materials was developed to communicate the building’s design, amenities, and connection to the surrounding district.
My Role
Provided creative direction across the project’s marketing and brand materials, guiding the development of visual assets and collaborating with creative partners to ensure consistency across print, digital, and video deliverables.
Creative Approach
The creative direction emphasized the building’s relationship to the Union Market District by highlighting its industrial references, architectural textures, and surrounding neighborhood energy. A refined visual language combining architectural imagery, modern typography, and structured layouts was developed to communicate both the buildings’ design pedigree and its contemporary workplace experience.
Key Deliverables
Brand guidelines
Promotional film
Leasing brochure
HTML email templates
Digital and social media templates
Video
A promotional film was developed in partnership with Gold Dog Communications, a creative agency specializing in branding and creative strategy.
I directed the creative process from brief development through storyboarding, rough cuts, and final edit, ensuring the film directly communicated the building’s architectural character and its place within the Union Market District.
Brochure
A leasing brochure was developed to present the building’s key features, amenities, and architectural design.
The publication combines large-format imagery, clean typography, and structured information hierarchy to communicate the project’s design intent and tenant opportunities.
Brand Templates
A set of branded templates was developed to support ongoing project communications. These included materials for broker outreach, prospective tenant communications, and social media, ensuring the project maintained a consistent visual identity across marketing channels.
Project Impact
The Signal House creative materials helped position the building as a distinctive workplace destination within the Union Market District, supporting leasing efforts and communicating the project’s architectural character and neighborhood connection.