Plaza Midwood · Charlotte
Commonwealth
A brand full of local history and charming details that feels right at home in the neighborhood.
Overview
Commonwealth is a new addition to the Plaza Midwood neighborhood of Charlotte. Funky, welcoming, and raw, the brand was designed to feel immediately at home within the area’s dynamic energy. The development spans multi-family living, parking, green space, and offices, all anchored by restored vintage brick buildings that now host the kind of businesses that give a neighborhood its flavor.
At first there was hesitation about putting such a playful brand on a development this size. But confidence grew as the exploration did, helped along by a logo system flexible enough to absorb whatever new venture shows up next.
Identity
Drawing from its name, I combined a squirrel (‘common’) with a crown (‘wealth,’ and a nod to the Queen City) to create the mark. From there the identity took shape through references to Plaza’s industrial rail history, in both color and texture, then grew into a whole family of alternate marks so the brand can dress up or down depending on where it lands.
The Cast
The squirrel mark was the thing that unlocked everything else. Once it showed up on signage, on merch, and animated, the playfulness stopped feeling like a risk. From there it grew into a whole cast, each one dressed for a different corner of neighborhood life.
Photography
Plaza Midwood already had the thing most developments try to manufacture: vintage brick, independent shops, and people who care about both. Making that part of the brand mattered, so I shot the neighborhood the way it actually feels. Warm, lived-in, a little rough around the edges.
The Block
The Bar
Ink
Shops
The Locals
The Scene
Fence Signage
The project had a big footprint, which meant a lot of room for signage. Some playful campaign language, a construction hardhat on the squirrel, and voilà: a statement is being made.
On the Web
Most people would find Commonwealth through signage on the fence or a mention at a local business, which meant most of them would land on their phone. So desktop and mobile had to be equals. Video players, interactive maps, and the rest all got translated across rather than stripped down.
Visit the live site
Merch
Koozies, tees, and a custom sticker sheet pulling together graphic elements originally made for other touchpoints, from the hardhat squirrel to the railway-token marks. The best neighborhood brands end up on people, not just on buildings.
Koozies
Tee
Stickers
The Details
Funky, welcoming, and raw. A crowned squirrel, warm amber on deep espresso, and a little rail-yard grit — Commonwealth reads like it’s been part of Plaza Midwood all along.
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