Stream Reality Partners approached us to define the narrative and positioning for a landmark mixed-use destination at the intersection of South End and Uptown Charlotte — This is Reed Place.

Conceived as a city within the city, the development brings together a 325,000 SF office tower, a luxury hotel, ground-floor retail, and expansive podium and rooftop spaces. The name itself, rooted in Charlotte’s gold-mining heritage, provides a cultural foundation for the destination.

Working closely with the architectural vision by KPF,
the brand language was shaped directly from the building’s sculptural form and the idea of an 'Urban Quilt'. This allowed a visual and verbal identity to naturally develop — one that carries the DNA of
the architecture through every touchpoint of the marketing phase. The result is a progressive placemaking destination that brings heritage and architecture together to create a bold, design-led addition to Charlotte’s skyline.