Greater Heights
Branding & Identity
Wayfinding Signage
As part of a college urban branding course, I was randomly assigned Greater Heights, a historic and culturally rich Super Neighborhood in Houston, TX. The project involved creating a cohesive brand identity—including a logo, color palette, typography, and wayfinding signage—that reflects the area’s unique character and strengthens its visual presence across public spaces.
Challenges
The main challenge was to capture the deep cultural and historical identity of Greater Heights while balancing it with a sense of modernity.
Process
I conducted extensive research to understand the neighborhood’s unique character, visiting Greater Heights in person and photographing its preserved Victorian-style homes, gazebos, and architectural details. Conversations with local residents provided personal stories and insights into the community’s history and charm. These explorations helped identify key visual and emotional elements that set Greater Heights apart.
Solution
The research guided the creative direction for the brand. Subtle Victorian-inspired design elements were incorporated into the logo and visual system to reflect the neighborhood’s historic roots, while maintaining a clean and contemporary aesthetic. This blend of old and new resulted in a brand identity that feels authentic, timeless, and relevant to the community today.
