The Square
Crafting DC’s Newest Culinary Landmark into a Cultural Destination
Tishman Speyer needed to transform a 25,000-square-foot space in downtown DC into a culinary destination that could match its chef-driven ambitions and iconic location. With the rise of hyper-local food halls and experiential dining concepts, there was an opportunity and challenge to build something that felt authentic to DC's evolving culture while standing out nationally. The brand needed to appeal to local communities, drive anticipation among food lovers, and establish The Square as more than just another food hall but as a new cultural landmark.
Partnering with Tishman Speyer and Unfold Hospitality, I reimagined The Square's visual identity and brand strategy to better align with the project's chef-driven ethos and mission of bringing a world-class international food experience to downtown DC. I evolved the existing logomark and foundational design system for print, digital, and the built environment, creating storytelling cohesion across their entire brand ecosystem.
As creative and design director, I oversaw a team of UX/UI designers in executing the digital ecosystem refresh from a teaser site to a full-scale platform, delivering an integrated web and email strategy that increased website traffic by 47% and drove 135% growth in the email subscriber base ahead of launch. Every touchpoint I designed sparked community connection and cultural relevance, positioning The Square not just as a place to eat, but as a vibrant gathering space and symbol of DC's culinary evolution.
