One of America’s most prosperous communities, McLean, Virginia, is already home to influential D.C. figures ranging from members of Congress to tech billionaires. When JBG planned a unique, mixed-use luxury development in the heart of this close-knit and traditional community, support from local residents and business owners was essential. JBG called on Grafik to capture the essence of this real estate project.
With many in our target audience having decades-deep roots in the community, the new development needed to feel like a natural extension of the McLean story. Now named The Signet, and featuring visual elements that provide an elegant nod to the neighborhood’s horse-country roots, we presented this cosmopolitan, concierge-service residence as an elegant, yet effortless, way to “right-size” from a single-family home without compromising quality of life.
The Signet combined visual cues from Jeffersonian architecture and classic residential buildings on New York’s Upper East Side for a timeless look. This intersection of urban sophistication and Virginia horse country informed our initial design phase, which included The Signet’s logo, type treatment, and other visual elements. We capitalized on The Signet’s appearance and commanding size, positioning it as “McLean’s landmark residence.” Advertising and collateral materials drew inspiration from boutique hotels, emphasizing full-time staff, high-end design, and attention to detail to portray a lifestyle unlike anything else in McLean.
