The east end of downtown Dallas had been an under developed warehouse district, home to a variety of creative and tech companies. When new developers purchased the real estate, they sought to create a true mixed use community while maintaining the historic architecture and entrepreneurial spirit that defined the area.
Tractorbeam developed a name and built a brand identity around the architectural features of the warehouses, which had previously been car dealerships. Typography and color were drawn from ghost signage found throughout the buildings. Individual logomarks were created for each property based on marks found on floors, capstones, and original signage.