Midtown Harrisburg
Midtown
A neighborhood rebrand spanning app, web, and an editorial photography series produced with Jason Varney.
Wordmark
Designed for application across awnings, signage, and architectural surfaces. Tested at six scales prior to release.
Photography
A documentary photography library of residents, business owners, and the district after hours, anchoring the visual identity.
Outcome
Adopted by 60+ local businesses in the first year. The system remains in active use across the district.
On the design
The identity was built for the street first. The wordmark was drawn to hold up across awnings, hand-painted signage, and architectural surfaces, then tested at six scales before release. A documentary photography series — residents, business owners, the district after hours — gives the system its emotional weight, with a restrained type and color palette that lets the neighborhood do the talking.
Results
- 60+
- Local businesses adopted
- 6
- Scales tested pre-release
- 8 yrs
- System still in active use
Next project
Sports & Logos →