Mike Matera - Brand building

Setting the brand standard for Philly’s most civically-engaged community.

MY DAY-TO-DAY

Account management
Creative direction and execution: experiential, print, web, social; messaging and copywriting

J-centrel is an adaptive reuse project transforming an old textile mill into a mixed-use building housing apartment residences and ground floor community-focused studios and organizations. When SHIFT set out to redevelop J-centrel we wanted to set a new standard in real estate development. We had two major goals:

1. Weave the architecture AND aura of the building into the fabric of the neighborhood.

2. Connect J-centrel residents and businesses with its community and the needs of the neighborhood

J-centrel courtyard before construction

J-centrel courtyard after construction / J-centrel brand comes to life

Building a Home. For Good.

We partnered with a local agency to develop J-centrel’s visual brand identity (logo + brand palette). After the handoff of this brand system, we crafted a fuller brand system, including brand voice and promise and a full messaging and content suite.

J-centrel was more than a building. At its core, J-centrel unites neighbors (both inside and outside our doors) to foster connected communities. It’s a home for residents and businesses who believe in community, purposeful living, love, respect, diversity, and beauty. It’s a home for doing good with your neighbors. It’s a Home. For Good.

J-centrel welcome lobby

Activating the brand in the built, real, digital, and social environments.

We amplified the brand colors through paint colors on walls, doors, and skybridges. We extended the identity system to wayfinding and welcome messages. We integrated messaging and the brand promise into our digital and social experiences and marketing campaigns. We connected on all fronts to create an unmatched welcoming for J-centrel’s soon-to-be full launch. More is planned as the building gets move-in ready.

J-centrel postcard

J-centrel wayfinding

Creating a culture of integrity

With J-centrel’s structural integrity set, we worked next to create a culture of integrity. Learn about the beginnings of the Good Neighbor Program.