The Reed at Southbank
Concept, Design Direction, Strategy, Design
Design, 3D, Editing
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 apartments and 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, all while aligning to Lendlease’s Master Brand Guidelines.