As creative lead for The Patent Block—a 250,000 sq. ft. redevelopment on Johnson Controls’ historic Milwaukee campus—I guided the naming strategy, with one of my proposed names ultimately selected by the client. I built a brand identity rooted in industrial innovation while presenting it with a bold, modern vision.

The system, anchored by a strong typographic logo, conveys energy and progress while honoring heritage. To ensure consistency and flexibility, I created a full style guide and asset library designed for use across social, digital, print, and environmental platforms—equipping the brand to connect with audiences and inspire a new era of creativity in Milwaukee.