Starrett-Lehigh

A Place Immersed In Big Ideas
Typeface Design | Digital Ad | Motion Graphic
Brief

Starrett Lehigh is a workspace/office building with a rich historical background. However, due to the pandemic, they have lost a lot of tenants.

Team
IF STUDIO
client
Starrett-Lehigh
Goal

To revive the historical building with a touch of a contemporary element to showcase the amenities and experiences.

Tools
Figma
Illustrator
Glyphs
Role
Typeface Designer
Motion Graphic Designer

Narrative

An integral part of being the place where big ideas go to work is being surrounded and immersed in big ideas in Art, Food, Culture, Fitness, Gathering Spaces

Moodboard

The color palette primarily features black and white, with vibrant splashes of color added through the use of eye-catching photography.

Custom Typeface

I designed a unique display font that draws inspiration from the edgy graffiti elements present in the art exhibitions and exterior features of the building. The font's striking graphic lines reflect the bold architectural features of the building, while the delicate curves of the font mimic the building's elegant silhouette.

Design system

Prior to delving into digital ad design, I developed a comprehensive design system to gain a better understanding of the unique constraints involved in accommodating eight different dimensions within digital spaces.

Digital ads

To bring the essence of the physical building into a digital space, I incorporated the building's window frames as the central structure and organized assets within an "H"-shaped black border. To further accentuate the building's unique features, I utilized the logo as a guide, emphasizing the step contour by arranging elements at varying levels of hierarchy.

©2023 Cheryl Zhang. All rights reserved