Nesso Plaza
Nesso Plaza is a mixed-use retail and community destination located on H Street in Washington, DC. I developed a comprehensive brand identity system designed to feel refined, modern, and locally rooted. The identity was built with flexibility in mind, creating a cohesive visual framework that scales across environmental signage, leasing materials, and tenant communications.
-
Brand Designer responsible for developing the visual identity system and brand standards.
-
Development of a scalable brand identity system for Nesso Plaza, a mixed-use retail and community destination on H Street in Washington, D.C.
-
A brand standards guide outlining the full visual identity system, including logo usage, color palette, typography, layout principles, and example applications across signage, leasing materials, and tenant communications.
Brand Personality
The name Nesso Plaza is rooted in the idea of connection and gathering. The identity is designed to feel refined but approachable, balancing sophisticated editorial typography with a warm, community-forward tone. The result is a destination that feels curated without feeling exclusive: modern, locally rooted, and confidently elevated, positioning Nesso Plaza as an “urban mall, reimagined.”
Preliminary Development
Logo Variations
The Final Deliverable
Brand foundation, voice, and personality direction Nesso Plaza Final Brand Guide
Full logo system with usage rules, lockups, and scalability guidelines Nesso Plaza Final Brand Guide
Typography system using Freight Sans Pro and Freight Display Pro Nesso Plaza Final Brand Guide
Primary and extended color palette Nesso Plaza Final Brand Guide
Custom iconography system for tenant categories Nesso Plaza Final Brand Guide
Brand-in-use examples for leasing and tenant marketing
