The Mueller neighborhood is a bustling new urbanist community on the site of Austin’s former airport. A walkable and bikeable tapestry of homes, parks, and large and small businesses within easy reach of public transit and downtown, the Mueller neighborhood features a fast-growing town center. lookthinkmake partnered with Shorenstein Properties and Aquila Commercial to develop the name, brand identity, and communication materials for the Mueller Business District, a Class A office campus and pedestrian-friendly community business hub in the heart of the area.
The project is located at the center of the neighborhood, sharing space with a beloved community park, a children’s museum, and many shops, apartments, and townhomes. Given its central location the project required a name and brand to reflect its proximity to other neighborhood services and amenities, while staying flexible enough to grow and evolve with the community. The name, Mueller Business District, was selected to embrace the growing town center and create a sense of wayfinding in the area. And as a nod the location’s past history as an airport, the individual buildings were named Alpha, Bravo, Charlie, and Delta.
With the name in place, the Mueller Business District brand was created to be a simple and flexible graphic vernacular that marks the destination with elements that can support a wide range of activities in the area. Using modern typography and a dynamic dot-and-dash pattern evocative of an airfield, the graphic toolkit provides a clean foundation that unifies the space while allowing for the individual personalities of the small and large businesses of the area to leave their own marks.
After the name and brand identity were finalized, the overall visual concept was supported with oversized headlines and a confident and professional tone of voice. With the brand and voice locked in, LTM worked in close collaboration with the project partners to develop and produce a suite of collateral, including modular brochures featuring embossed textures, to connect the broker and business communities, and to convey the tone of the project to the surrounding area.
The project required a digital home as well, so we designed and developed a website with an easy-to-use CMS to reflect changes and updates to the project as construction progressed. The site features video modules, downloadable materials, and flexible templates that all members of the project team can edit and adapt over time.
By laying down the foundation of beautiful and modular materials, LTM empowered the Mueller Business District team to easily adapt and tailor specific pieces to their audiences while maintaining the integrity of the brand and its core elements, which all focus on the amenities of the Mueller Business District and its dynamic surrounding community. Evergreen collateral pieces, like a pocket folder and video, were created in conjunction with materials that could be changed quickly, such as flyer templates, a presentation template, email templates. The Mueller Business District is under construction and well on its way to becoming an important gathering place for the community.