The Conduit
Services Delivered
Naming
Branding
Messaging
Social Media
Project Goal
PRDC Properties creates unique residential communities in the heart of Philadelphia's most desired and up-and-coming neighborhoods. Their newest project, a boutique apartment building located in Northern Liberties, stands out along popular 2nd Street with its modern and angular architecture. They wanted something that stuck out in name and brand as much as the building itself.
Project Solution
After discovering the building had an electrical company background, and through multiple rounds of voting, Neff and PRDC launched the 2nd Street Project as its new name: The Conduit. Following the naming process, Neff continued to build The Conduit brand by creating its logo through custom typography that mimicked the piping of a conduit. This unique, bold logo pays homage to the building’s history and feels at home with the building’s design. From there, Neff rolled out the rest of the branding process by completing brand messaging and wrapping it all tightly into a digital Style Guide.
Final five names before final selection. The Conduit’s location used to house an electrical supply building, which inspired many of the names presented.
Sample of Brand Messaging
A selection of round 1 logos
Final primary logo. The final logo was selected because of its allusion to piping, paying homage to the building’s history and a bit of wordplay.
Responsive Logo Set, reversed on black
Social Media
Moodboards
Instagram Story Highlights | Now Leasing
