As creative lead for The Patent Block—a 250,000 sq. ft. redevelopment on Johnson Controls’ historic Milwaukee campus—I led the naming strategy, with one of my proposed names selected by the client. I developed a full brand identity rooted in the site’s legacy of industrial innovation, balancing heritage with a bold, modern vision.

The visual system, anchored by a strong typographic logo, evokes energy, resilience, and progress. I also created a comprehensive style guide and asset library to ensure brand consistency across print, digital, and environmental touchpoints—positioning the brand to inspire a new era of creativity and connection in Milwaukee.