J. Jeffers: Journal Commons

a timeless brand identity for a historical renovation


Is your 2021 marketing plan designed to pivot?


The J. Jeffers group undertook the massive transformation of the historic Milwaukee Journal Sentinel building, turning it into contemporary apartments and retail spaces. As part of this endeavor, they needed a new identity that captured the essence of the building's rich heritage, and the publication it housed, while infusing it with a modern aesthetic.


A new logo–inspired by the timeless charm and architectural design of the 1920s while incorporating typography elements from the original Journal Sentinel front page–that perfectly complements the iconic addresses transformation.


In addition to communicating the building’s rejuvenated spirit, the logo, displayed as a 50-foot sign in the heart of Milwaukee’s popular Deer District, emerged as a prominent and defining feature of the neighborhood.

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the work

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