Amazon Fresh for JBG Smith
JBG SMITH owns, operates, invests in, and develops a dynamic portfolio of high-growth mixed-use properties in and around Washington, DC. When they acquired a new property, I was tasked with designing the window graphics. The strategic objective was to create a bold visual identity that embodied the essence of fresh, scratch-made cuisine, an experience meant to feel as vibrant and dynamic as the food itself.
We developed a concept driven by high-impact photography, layered textures, and a modular design system that conveyed energy and authenticity at every touchpoint. The visual language was intentionally dynamic, blending organic elements with structured layouts to evoke both flavor and sophistication. Designed to tease the forthcoming culinary space, the work seamlessly integrated with JBG SMITH’s elevated brand standards while pushing the envelope creatively.
ROLE
Art Direction
Visual Identity
Window Graphics
Photo Curation
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.
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.
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.
WIPs
Templates
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.