The Whit, a 9-story, 334-unit luxury rental development in downtown Indianapolis, will be the city’s only rental property that overlooks protected green space.
Located on North Pennsylvania Street, adjacent to the city’s diverse, trendy Mass. Ave. arts and culture district, The Whit will serve as the flagship property for TWG Development, LLC.
When TWG Development purchased the block of land that formerly served as the long-time home of The Indianapolis Star newspaper, their goal was clear. They wanted to create a flagship property that would serve as the crown jewel in their impressive and expanding portfolio of properties.
Once completed, this topline property will offer views of University Park and Indiana World War Memorial Plaza, making it the only rental option in downtown Indianapolis overlooking protected green space. The facility also boasts convenient access to all of the city’s major employment centers, proximity to desirable neighborhoods, and a high level of walkability.
There are other amenities too: a rooftop pool and sundeck, a state-of-the-art fitness center including a yoga studio and cycling room, a large courtyard with grilling stations, a dog park, bicycle storage and access to a connected, covered parking garage. The interiors shine as well, with quartz countertops, walk-in closets, stainless steel appliances and more.
The goal was clear. Now the property would need a name and a brand identity to match its unique appeal and one-of-a-kind charm.
From the outset, this property was designed to appeal to two types of audiences: young professionals looking to establish themselves in an accessible, urban environment and “empty nesters”—those looking to transition away from suburban areas.
To discover how to appeal to both these audiences, the Studio Science team started with a research and discovery phase. We used people-centered research to explore the values and desires of potential residents and local influencers. Next, we took a close look at similarly positioned properties across the country while assessing how the property would fit into TWG Development’s portfolio of properties.
Luxury is no longer defined as it once was, with wood accents, plush sofas and precious metals.
Our research showed that those looking to live in a trendy, forward-thinking neighborhood in an urban area on the rise seek out the freedom to fully be themselves. They march to the beat of their own drum, embrace diversity and avoid blandness at all costs.
The Studio Science team considered several naming options. We landed on the developer’s surname—Whitsett—and arrived at a name that feels at once both lighthearted and luxurious, trendy and timeless: The Whit.
Design and development were underway when Studio Science began their engagement. The resultant logo and visual identity were informed and inspired by the property’s established mid-century modern aesthetic.
The logo is a mirror of itself. One instance of the name is black, oriented traditionally. The other instance is flipped and colorful. This duality creates playful tension and pays homage to those who will live within the building’s walls.
We worked alongside the property’s architects and interior designers to ensure the new brand was reinforced inside and outside of the building. From the color of the bricks to the selection of artwork in communal areas, The Whit presents a cohesive vision of luxury living to those who will call it home.
The building’s tagline—”live a few degrees off-center”—serves as a clever play on the fact that The Whit will stand just a few degrees from Monument Circle, the center of the Circle City. It also embodies the free spirit and curiosity of future tenants.
With an identity established, we directed a photoshoot and created social media ads to help promote the property and generate additional buzz. We also designed branded fence screens to place around the construction site to help establish the property’s character and charm while generating pre-opening buzz.
New residents are flocking to downtown Indianapolis as the city continues to charge full-speed-ahead in its ascent to world-class city status. For those who are looking for luxury city living without sacrificing character, The Whit opens a new world of possibility.
While construction crews are still hard at work and the leasing office has yet to open, the excitement for The Whit has been palpable.