Develop an identity that fully embodies the first-of-its-kind uniqueness of the brand
As e-comm has rapidly infiltrated our shopping ecosystem, businesses have scrambled to accommodate and own this new space. DTC has exploded current retail models but left consumers dissatisfied as they miss experiencing product firsthand. Real estate titan Lightstone Group is the first to bridge the gap of immediacy and experience at this scale. Their offering is a brick and mortar marketplace for e-retailers seeking longevity beyond a popup, without the permanence and financial burden of a longterm lease. They approached JWALK to transform their groundbreaking concept into a robust brand.
To build out the physical experience of the market, Lightstone partnered with David Rockwell and the minds behind The Lab at Rockwell Group. Known for architectural innovation in spaces, they utilized their experiential expertise to create a stunning and connected coworking marketplace. To develop the branding for BIO, we evoked the airy feel of the loft space and energy of flux and transience of a rotating marketplace through visuals.
From the naming to the logo, we sought to imbue all touchpoints with the connectivity of bringing an online experience into the tangible world. Drawing inspiration from the robust roster of e-comm partners and food service by Jack’s Wife Freda, we created BIO’s governing brand bible and translated their identity into a holistic web experience representative of BIO’s forward-thinking concept and physical space.