Real estate developer JR Capital Build had a vision for a new boutique luxury property in historic downtown Frederick, Maryland. The development features five stunning townhouse units, each spanning four floors, including a penthouse deck with panoramic views. The design concept was based on traditional English mews-style architecture with a modern, luxe vibe. Typically found in some of London’s most exclusive neighborhoods, a traditional mews house evolved from 18th century carriage houses. JR Capital Build’s ‘Mews on Maxwell’ needed to reflect this traditional notion while complementing the surrounding ambiance of Frederick’s historic neighborhood.

Branding project deliverables included: brand identity suite, property signage, and a sales and marketing viewbook that showcases artist renderings, elevations, floor plans, and buyers’ options.

We kicked off the project with brand discovery and an attributes exercise. This allowed us to establish how the property will be perceived through the visual identity and all associated print and digital materials. Our research included an extensive walking tour of Frederick’s charming downtown district. We photographed historic signage, architectural details, building facades, color, and typography. Our exploration didn’t stop there, we also researched traditional mews, their origins, and architecture. This imagery and insight helped us create a relevant mood board that became the inspiration for the new brand.

When it came to the logo design and developing the full identity suite, we were inspired by Frederick’s architectural details, historic mews characteristics, and the client’s design build concepts. The brand identity’s interlocking M brandmark was inspired by interior stall architecture found in traditional mews. Typography played a fundamental role throughout this project, carefully selected for letter form and historic accuracy. When it came to developing the color palette, we took a cue from the Mews on Maxwell exterior architecture, which complements hues found throughout the historic district. To cap things off, the tagline developed for the brand speaks to the modern-luxe design build with a playful nod to the property’s name.