Newmark

This industrial asset is located in Baltimore, Maryland. It is a piece of land upon which Newmark wanted to completely rebuild. They were planning to convert it to a shipping center. My goal for this offering memorandum was that it reflect the purpose of its property. Industrial, simple, and classic, this brand direction takes inspiration from the license plate aesthetic. In this way, it emphasizes the shipping/transit aspect of the property. It also explores the contrast between ultra-wide vs. condensed type. This contrast subtly connotes the versatility of the space. Newmark requested an institutional approach so the colors are fairly conservative. The boxed layout allows each content element to be contained. This references the various sized packages going through this shipping hub.

The design is straightforward and simplistic – minimal and spacious to demonstrate the potential of the property. With art direction from Jason Wheeler, I used maps heavily throughout to showcase the proximity of this property to east coast cities. The only photography that I featured within this book are aerial shots of the land mass; Newmark was planning on completely revamping the property. I also used icons fairly minimally to keep with the simplicity of the design. Solid blocks of color coupled with thin perpendicular lines serve to add contrast to the design; it also enhances the contrast of the ultra-wide and condensed typography. To prevent each page from getting too text heavy, I broke up the content into short and digestible chunks. The final result is a flexible design with plenty of breathing room – a visual manifestation of 5811 Allender Road.