The Carroll

The branding takes shape from the building’s distinctive dual-window pattern. On the facade, the repetition creates a rhythm that feels tranquil. Translated into the identity, it becomes the main graphic device. It works as an invitation to pause, to look closer & to reflect. The duality suggests balance and connection, underscoring themes of community and wellness that run through The Carroll’s larger story.

Typography sits on two ends of the spectrum. The brand’s signature face is Editorial New, a high-contrast serif rooted in classic news type. It’s paired with Degular, a bold grotesk used for smaller headings and body copy. The heaviness of Degular balances the elegance of Editorial.

The two-rectangle motif extends beyond the building itself. It appears in out-of-home campaigns and open house signage, creating a visual thread across every touchpoint. Sometimes bold, sometimes discreet, the rhythm remains constant. It’s a unifying gesture that ties Carroll's brand identity together, always grounding it in the architecture that inspired it.

Custom illustrations breathe life into the logo, informing users of nearby transit & also blending the concepts of transportation & living at The Carroll together.

A fully interactive tool brings the building to life online. Visitors can move through a realistic 3D model and select floors with ease. Filters allow them to explore by bedroom count, orientation, and view. Each choice reveals detailed information, high-resolution imagery, and downloadable floor plans. Tour scheduling is just a click away. The result is a transparent, intuitive experience that builds trust and encourages engagement.

The Carroll digital experience is built to immediately visually impress potential residents. Large type, full-bleed imagery & smooth transitions guide users through all the location has on offer. The website’s layout is intentionally spacious, giving each section ample room to breathe, Animated components add a sense of rhythm and flow to structure, which makes the visitors’ interactions effortless.

Smooth transitions and soft animations guide users through content in a calm, editorial-like way. Navigation is intuitive, with Book A Tour prompts integrated across key moments. Every interaction follows the same quiet design rhythm, immersing visitors into the building’s experience.