Challenge

As the first major development in an up-and-coming area, The Pass needed a strong identity to shift perceptions, build anticipation, and attract tenants—despite construction being in its early stages. The project also required a name and brand that honored its industrial past while positioning it as a cultural hub.

Solution

We embraced the site’s defining feature—the overpass—turning a potential obstacle into an iconic identity. The brand’s edgy, vintage-inspired aesthetic reflects NoDa’s creative energy, while custom linework nods to the architecture. A strategic mix of bold messaging, playful puns, and a compelling digital presence helped generate buzz and build momentum.