Mack Real Estate came with a brief asking for a full brand identity to be done for a new high rise apartment building coming to downtown Seattle, Washington in 2023. The location of the building included branding an external public elevator from the street below called “Hill Climb” to connect retail storefronts to the apartment lobby’s front door. This brand encompasses a combination of elegance, luxury, and smart living aspects of the building as well as the outdoors surrounding the Seattle area.