With the blurring lines between work and home, Braid Mill is reimagining the work environment with all the benefits of your place. Thoughtfully redeveloped, the historic textile factory in East Germantown has 35,000 sq ft of creative office and light industrial space available for lease in Philadelphia. Their visual identity was in charge of Cohere's creative studio. 

Something Different is Coming. That’s the notion designers had when they started their branding and strategy work with the dynamic Shipon brothers, Matt and Seth Shipon. They are two young and engaging real estate developers who have different perspectives. They’ve built an entrepreneurial approach to bringing together retail, food, community, and real estate. This new property a new headquarters for themselves and their real estate business. Creative's task: craft a brand and a narrative to help the brother's position and lease space when the future of work was so uncertain. In the historical foundation of Braid Mill, they saw the potential from the start, so the studio met them with an equally strong brand vision. Excelsior Textile Factory's fabrics, fibers, connectivity, and threads were the visual inspiration for crafting this identity project. The creative team constructed a logo representing a thread recreating the 'B' and 'M' in Braid Mill. An icon and wordmark complete the primary identity providing flexibility when visually bringing them to life. To sum up, this branding project revives the building's history in a modern way helping these brothers to start up their new entrepreneurial project in Philly. 

Cohere is a creative studio building conscious brands and telling good stories. Its mission is to unite multiple stakeholders around a shared vision and goals. They bring together projects that put people and the planet first in real estate, food and beverage, and hospitality. The agency was born out of the desire to transform the neighborhoods we care deeply about, with design as our principal offering.