Amazon Fresh for JBG Smith
Problem Framing & Strategic Intent: JBG SMITH needed to generate early buzz and brand alignment for a new culinary tenant before the space had even opened its doors. The challenge was to create a compelling visual presence that could capture the spirit of the upcoming concept, fresh, scratch-made cuisine, while aligning with JBG SMITH’s identity as a tastemaker in high-end, experiential placemaking. Our strategic intent was to design a flexible, visually arresting identity system that could stand alone in the absence of food or interior visuals, sparking curiosity, driving foot traffic, and elevating the perception of the space as a future destination. Through bold design and layered storytelling, we aimed to bridge the gap between empty storefront and culinary anticipation. The final execution, a striking window display, sparked curiosity, increased foot traffic, and reinforced JBG SMITH’s positioning as a visionary landlord cultivating spaces where creativity, culture, and commerce intersect.
Challenge: Create a visually compelling brand experience that generated excitement for an unlaunched culinary concept, without a menu, interior, or product to show.
Strategic Aim: Craft a bold, sensory-driven visual identity that sparked curiosity, reflected the essence of scratch-made cuisine, and aligned with JBG SMITH’s reputation for curating exceptional, design-forward spaces.
Some WIPs
Breakdown
To bring this vision to life, we developed a high-impact visual identity rooted in texture, color, and energy, designed to evoke the freshness and creativity of scratch-made cuisine. Using bold photography, organic shapes, and layered compositions, we crafted a modular design system that could adapt across multiple formats while maintaining a strong, unified presence. The window display became the hero piece: a dynamic visual narrative that teased what was to come and activated the space with a sense of movement and anticipation. Every design choice was intentional, not only to attract foot traffic, but to reinforce JBG SMITH’s reputation as a developer that prioritizes creativity, experience, and thoughtful brand storytelling in every square foot they bring to life.