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The Reed at Southbank

Real Estate
Environmental Signage

John Pobojewski
Concept, Design Direction, Strategy, Design

Zach Minnich
Design, 3D, Editing

Clark Nelson

Trevi Albin

The Reed is a residential high-rise at Southbank, Lendlease’s mixed-use community along the South Branch of the Chicago River. Living where city meets river, The Reed offers minimalist condos in "industrial chic,” channeling the River's history as a conduit for industry and manufacturing through materiality and texture. The identity continues the creative direction forged by Southbank — celebrating the applied arts. The Reed features 3D abstractions of the river’s edge, reflecting the city’s lights at both day and night.

Span orchestrated all aspects of the brand, including website design & development, sales center interiors, and a short film telling the story of Southbank and Lendlease’s commitment to the neighborhood.

Visit site

The Reed Hero Render 1

Cinematic website built on Craft CMS and featuring visualizations by Imerza.

The Reed Website Mobile 1
The Reed Website Mobile 2

Availability was synced in realtime with the broker's BuilderCMS system through the presentation of floor plans.

The Reed Stationary Mockup 1

All printed materials used a minimum of 30%–50% post-consumer waste, with about half of the stocks used being 100% post-consumer waste. All printing used soy-based inks and simple foil-stamping for sustainable processes.

The Reed Business Card 1 The Reed Shopping Bag 1
The Reed Brochure Cover 1
The Reed Brochure Spread 1 The Reed Brochure Spread 2
The Reed Brochure Spread 4 The Reed Brochure Spread 3

Spreads from sales brochure

The Reed Sales Center Detail Drawing 2 The Reed Sales Center 3
The Reed Sales Center 1

The sales center interiors were designed to be an elegant backdrop for Imerza’s immersive 3D experience of the building and available units, featuring the great views from the sales center.

The Reed Sales Center Detail Drawing 1
The Reed Sales Center 4 The Reed Sales Center Detail Drawing 5
The Reed Sales Center 2

The three finish packages were named inspired by materials and textures from the industrial factories that used to line the Chicago River.

Full overview film