Parcel B Developments / Creating an Identity for a Modern Real Estate Developer

Ben Lesher is a real estate developer focused on creating thoughtful density in urban spaces. With a growing portfolio of developments, Ben came to Thread looking to build a brand to showcase his services and work. In our strategy and naming process, we landed on Parcel B as a name that paid homage to the lot where Ben's first development was built.

One of our favorite parts of building out the Parcel B brand identity was using the unique parcel shapes from each Parcel B development project to build a graphic system. The end result is a modern and expressive system that is simple and versatile.

After providing naming, brand development, and identity design, our team also helped Parcel B create a distinctive digital presence to showcase their services and incredible projects. Looking for fun ways to bring the brand identity to life in the web experience, we created an interactive 3D model of their symbol to give the site some personality and interactivity.