Bringing Wynwood’s vibrant energy to residential living.
Helped Fisher Brothers launch Joule House in a saturated real estate market.
We created a distinctive brand inspired by the Miami neighborhood’s iconic street art, trendy fashion labels, and luxury hospitality.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
The Tastemaker: six questions build a visitor’s day in Wynwood and the bolt that goes with it.
Visual identity
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
Joule is a unit of energy.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
Joule is a unit of energy.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
Joule is a unit of energy.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
Joule is a unit of energy.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
Joule is a unit of energy.
The building sits beside a power substation, and the name came from there: a measure of the energy Wynwood runs on. Everything that followed, from the mark to the voice, was built to feel energetic, curated and contemporary, the three words we set at the start.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
The Bolt, condensed headline type and highlight colours taken from Wynwood’s street art.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Wynwood is loud. The brand had to be confident without competing with the street.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Wynwood is loud. The brand had to be confident without competing with the street.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Wynwood is loud. The brand had to be confident without competing with the street.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Wynwood is loud. The brand had to be confident without competing with the street.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Wynwood is loud. The brand had to be confident without competing with the street.
Flat colour, a single bold mark and photography of the neighbourhood’s murals do the work, and the layouts stay calm so the art can be loud.
Website
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
The website is the leasing office.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
The website is the leasing office.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
The website is the leasing office.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
The website is the leasing office.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
The website is the leasing office.
It had to welcome people to Wynwood, show the homes clearly and turn interest into tours, on a phone, in a few minutes.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Eight ways to live in Wynwood, each with its own poster to share.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
Each result is designed to be shared.
The Tastemaker
A quiz that turns curiosity into leads.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
Floor plans, the menu and the neighbourhood pages follow the same idea: fast, visual and built around how people actually browse for a home.
The Tastemaker
A quiz that turns curiosity into leads.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
Floor plans, the menu and the neighbourhood pages follow the same idea: fast, visual and built around how people actually browse for a home.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
A quiz that turns curiosity into leads.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
A quiz that turns curiosity into leads.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
The Tastemaker
A quiz that turns curiosity into leads.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
Six questions about how you spend a day. Each answer builds the bolt, and the result is a persona, a poster and a list of places to try nearby. It collects an email address along the way and gives the leasing team a reason to follow up.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
The menu opens over the page with a photograph for each section.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Filter, reflow, open a home, switch to the plan: the whole search without leaving the page.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Mobile first, because that is where renters look.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Mobile first, because that is where renters look.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Mobile first, because that is where renters look.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Mobile first, because that is where renters look.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Mobile first, because that is where renters look.
Every page was designed at phone size before desktop: the hero, the Tastemaker, the menu and the floor plans.
Calle Collective
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
Calle Collective is the paseo’s own brand.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
Calle Collective is the paseo’s own brand.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
Calle Collective is the paseo’s own brand.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
Calle Collective is the paseo’s own brand.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
Calle Collective is the paseo’s own brand.
The ground floor of Joule House is an open-air gallery and retail street. We gave it an identity of its own, with a site that introduces the artists, maps the retail spaces and takes brokers on a virtual tour.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
The Calle tape, the brand’s one piece of ornament, wraps walls, banners and posters.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Two brands, one street.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Two brands, one street.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Two brands, one street.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Two brands, one street.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Two brands, one street.
Joule House and Calle Collective share an address and a developer, and were designed so each can stand on its own.
Impact
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
The brief was to launch Joule House in a crowded market with a brand people would remember.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
The brief was to launch Joule House in a crowded market with a brand people would remember.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
Launch
2025
Pre-leasing opened in January under the new name; the first residents moved in that June.
Residences
308
Homes brought to market with the brand and the website as the leasing front door.
Personas
8
The Tastemaker matches every visitor to one of eight ways to live in Wynwood, and captures the lead.
Brands
2
Two identities for one address: Joule House and Calle Collective.
The brief was to launch Joule House in a crowded market with a brand people would remember.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
The brief was to launch Joule House in a crowded market with a brand people would remember.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
The brief was to launch Joule House in a crowded market with a brand people would remember.
Joule House opened under the new name in 2025, with the website as its leasing front door. By March 2026 Fisher Brothers described strong leasing and retail momentum at the property.
