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.
Unlike Carr's ground-up brand builds, Signal House called for a different kind of creative leadership: applying the established Carr Experience system to a single asset's leasing campaign, working in close partnership with brokerage and leasing firm Avison Young to translate their leasing strategy into a suite of branded marketing materials that supported market positioning and helped bring the building to lease.
My Role
I led creative direction on the project's marketing and brand materials, working directly with Avison Young to align the creative on their leasing strategy and approving all materials before they went to market. I also directed the promotional video used in leasing and marketing efforts, guiding it from concept through final edit.
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. I directed a visual language combining architectural imagery, modern typography, and structured layouts to communicate both the building's 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 customer opportunities.
Brand Templates
A set of branded templates was developed to support ongoing project communications. These included materials for broker outreach, prospective customer communications, and social media, ensuring the project maintained a consistent visual identity across marketing channels.
Project Impact
The Signal House marketing materials supported a leasing campaign that landed a marquee customer roster, including TikTok's first Washington, D.C. office and a Stephen Starr Restaurant Group concept for the ground-floor retail space — both notable wins that helped establish Signal House as a leading trophy office destination in the Union Market District.