Raleigh's Seaboard Station repurposes a historic 1940s rail depot into a sleek, walkable mixed‑use district centered on luxury apartments, upscale shops, and refined dining. Residences are divided into three communities, each with its own brand identity.
Developed by Hoffman & Associates as part of a roughly $300 million investment, The Signal, The Miles, and The Point make up hundreds of residences at the center of retail, a Hyatt House hotel, and vibrant public plazas that honor the site’s railroad legacy.
The first brand identity I created for Seaboard’s residences was for The Signal. From early naming decks to full brand launch, I designed a confident, modern visual system grounded in place –anchored by custom illustration, animation, wayfinding, and a seamless handoff across print, digital, and the built environment. Deliverables included a brand style guide, 12-page brochure, full website, and bold on-site marketing that helped The Signal cut through in a crowded downtown market.
The second brand identity I designed for Seaboard’s residences was for The Miles. Funky, colorful, and infused with the spirit of jazz, the brand gives subtle nods to the musical legacy that once pulsed alongside Seaboard Station’s railroad roots. The visual system is full of rhythm and warmth, brought to life through a brand style guide, fence wraps, bi-fold brochure, and full website design.
The third brand identity I created for Seaboard’s residences was for The Point. Positioned at the entrance to the district, The Point channels boutique sophistication and hospitality-driven design, offering a refined living experience rooted in the romance of rail travel. I developed a brand system that feels elevated yet energizing, with deliverables including a brand style guide, die-cut brochure, blade sign, fence wraps, and a full stationery suite.
