With several years of construction ahead, Grafik developed an overarching brand identity for the neighborhood that could serve as a foundation throughout the life of the project. The name “Northbank” helps to locate the neighborhood geographically—north of downtown and above the Ben Franklin bridge—and denotes that the area is bigger than a single residence, or a small collection of homes. Northbank feels established. It is part of a town. Where Philadelphians reconnect with the water. Where locals are eager to come home.