Commonwealth is a new addition to the Plaza Midwood neighborhood of Charlotte. Funky, welcoming, and raw, the brand was designed to feel immediately at home within the area’s dynamic energy. Drawing from its name, I combined a squirrel (“common”) with a crown (“wealth,” and a nod to the Queen City) to create the mark. From there, the identity took shape through references to Plaza’s industrial rail history, reflected in both color and texture. At first, there was hesitation about adopting such a playful brand for a large-scale development that includes multi-family living, parking, green space, and offices. But as the brand exploration evolved, so did confidence in the concept. The restored vintage brick buildings on-site now host businesses that add authentic flavor to the community, while the flexible logo system ensures the brand adapts seamlessly to any new venture that arrives.
