Publish Date

March 15, 2024

Project for

Brookfield Properties
(Washington D.C.)


655 New York Avenue NW
Retail Vision Study

Designing leasing strategy
through large-format storytelling.

When Brookfield Properties approached 655 New York Avenue, the goal was clear: transform long retail frontages into a visual strategy that could speak directly to the kinds of tenants they wanted to attract. This was more than window graphics it was market positioning through design.
A strategic, leasing-focused window graphic system designed to shape perception, attract the right tenants, and position 655 New York Avenue as a vibrant, experience-driven retail destination—blending large-scale design, market insight, and visual clarity to transform empty glass into a powerful storytelling tool.

The Concept:
THRIVE. ENGAGE. FLOURISH.

I developed a flexible visual language using three core action words, each tied to a category of desired tenants:
THRIVE: health, wellness, cafés, boutique studios ENGAGE: active, experiential, community-driven FLOURISH: beauty, lifestyle, design-forward brands
These themes communicated a living ecosystem of offerings and helped curate a desirable leasing narrative.

What I Delivered

1. Visual Strategy & Design Direction: A cohesive identity that could expand, repeat, and adapt across dozens of windows without losing hierarchy or clarity.
2. Large-Format Graphic System: Three full design rounds, each exploring rhythm, scale, and readability from both near and far. Typography was engineered for maximum legibility across multi-panel segments.
3. Market-Aligned Targeting: Each graphic concept was intentionally crafted to appeal to the businesses Brookfield aimed to secure.

The Result

Several of the spaces were later leased by tenants in exactly those categories.
A direct link between visual strategy and leasing success.
4. Production Files & Technical Mapping
• Exact panel-by-panel window mapping
• Oversized, print-ready vector files
• Color accuracy optimization
• Material recommendations

Installation Mockups

Photo-realistic window mockups to guide decision-making and help the Property Management and Leasing teams
visualize how the façade would appear in real conditions.

The Outcome

This study became a key visual and strategic tool for Brookfield’s leasing team.
The designs helped position 655 NY Ave as a vibrant, lifestyle-driven retail destination,
and spaces were secured by tenants that matched the design intent.

Design didn’t just decorate the space — it shaped who would want to be there.

 

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Senior Graphic Designer/
Art Director who turns chaos into clarity (and clicks).

Get my portfolio
Get my resume

Let's connect

Senior Graphic Designer/
Art Director who turns chaos into clarity (and clicks).

Get my portfolio
Get my resume

Let's connect