The Morton - CONDUIT
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The Morton

Located in the center of downtown Grand Rapids, the Morton is a newly renovated residential property featuring modern apartment units and upscale condos and penthouses. We worked with Rockford Construction to create a brand for the historic building that feels cosmopolitain and appeals to the discerning resident. The identity is timeless at its core with timely expressions that feel current. We teamed up with interior designer Kathryn Chaplow to style a unit with our target resident in mind, and used photography to showcase the units and give a sense of the excitement of downtown living.

The Morton Branding - Lifestyle Photography 1
The Morton Branding - Logo
The Morton Branding - Model Unit Styling
The Morton Branding - Brand Standard Colors
 
The Morton Branding - Typographic Expression
The Morton Branding - Floorplans
The Morton Branding - Sales Brochure Cover
The Morton Branding - Sales Brochure Cover Detail
The Morton Branding - Exterior Signage
The Morton Branding - Lifestyle Photography 2
The Morton Branding - Logo Expression
The Morton Branding - Lifestyle Photography 3
The Morton Branding - Concierge Lapel Pin
The Morton Branding - Typography
The Morton Branding - Brochure
The Morton Branding - Kitchen Styling
The Morton Branding - Lifestyle Photography 4
The Morton Branding - Bathroom Styling
The Morton Branding - Business System
The Morton Branding - Lifestyle Photography 5
Interior Photography: Dean Van Dis
Lifestyle Photography: Jill DeVries