Thirty60 Lofts

brand identity

Mar 7

A historic renovation makes for artful living in New Orleans’ Bywater neighborhood.

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A historic property located at 3060 Dauphine Street and spanning half of a city block in the Bywater neighborhood of New Orleans was carefully restored and reenergized, with ground floor commercial space and upper floor apartment units for design-minded and culturally-savvy city dwellers.

The project's development team, Ben + Burka, approached Pretty Neat to name and brand the property.

The naming excercise involved taking a deep dive into the storied past of the building to inform names that nodded to its history, along with names that spoke to the building's location. After a three round process with twenty suggested naming options, Thirty60 Lofts was selected.

The brand identity was inspired by the building's Art Deco interiors, designed by Martha Person Designs. Historic building features and unearthed artifacts became elements of the identity system — wallpaper dating back to the mid-1900's was transformed into a pattern, and an engraved floral motif above the building's main entryway was turned into a floral illustration.

Pretty Neat also designed Thirty60 Lofts' website, which was coded by an external developer, and consulted on the sitemap and site content.