Summary

4th West is a newly built luxury apartment community in the heart of Salt Lake City, Utah, just blocks from the state capitol and surrounded by top-tier dining, shopping, and entertainment. Designed to reflect the sophistication of its urban setting, the brand identity balances industrial strength with refined elegance—think Restoration Hardware.

The visual aesthetic incorporates heavy metals and granite, creating a striking juxtaposition that exudes an elevated, modern vibe. A toned-down, earthy color palette further enhances the high-end feel. At the core of the branding is the custom-drawn 4W icon, a standout design element that brings a sharp, polished presence to the property’s signage and reinforces the building’s distinctive identity.

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Visit 4thWest.com

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My Role

1. Strategic discovery

2. Brand naming

3. Custom logo typography and iconography

4. Art direction of the entire project

5. Messaging/copywriting

6. UX/UI - Responsive web design

7. Fence banner design and billboard design

8. Sales center exterior graphics and interior sales center display design

9. All sales collateral

10. Custom illustrated floorplans

11. Project lead

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Project Breakdown

— Create exclusive messaging and imagery

— Custom logo creation

— Create a responsive website

— Needed a cohesive brand from ideation to final print and web pieces

— Provide a visual framework that will help the sales team

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