The Taft
Brand Development & Web Design
Working on the brand and website for The Taft, a new build apartment complex in San Jose, CA, has definitely been one of my favorite projects. I had a little more artistic freedom than usual so I interjected my personal style into the project more.
The client did not have clear vision with where we should take the brand but instead allowed us to take full control. I leaned on the location, audience and architecture style to get my final result. Being that The Taft lies in an arts district and within the confines of Silicon Valley it allowed me to weave together an artistic and tech forward elements into the following projects.
Brand Development
I was inspired by the contemporary design of The Taft but my goal was to mix that with vibrant elements to represent the artistic energy in the neighborhood. The grid lines represent the clean lines of the architectural style of the complex while the personality comes into play with the colorful digital gradient and graphic elements that pull in San Jose’s biggest industry, technology.
Web Design
My goal in this website was to play off of the grid element I used in the brand design and display the content in a unique but straightforward manner. I maintained the clean styling that I applied in the brand and continued the use of pops of color for variety and dimension. I especially love the reversed menu pages that use the gradient as the background which helps break up the concrete texture used elsewhere. I look forward to creating the rest of The Taft’s website!
