Milhaus: Branding Grid: Energy & Luxury in Historic Downtown Indianapolis.

Milhaus is an award-winning, mixed-use development, construction, and property management company that specializes in Class A, urban, multifamily residential buildings. Headquartered in Indianapolis, Milhaus boasts a portfolio ranging multiple states and cities, bringing unique elements from the area to each project. When developing a community on Washington Street in Indianapolis’ historic downtown area, they turned to Matchbook. Together, we collaborated to channel a mutual love for our city into a name and brand that communicated vibrancy, access to culture, and luxury in a way that’s uniquely Indy.
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Mission

What sets Milhaus apart is their dedication to bringing the soul of each area in which they develop to the forefront of the communities. Milhaus communities are designed so that each element, from naming to branding to voice, integrates the local history and culture in each property. The ability to form a connection to a hometown and local culture are vital to creating thriving communities, and Milhaus allows residents to truly find a sense of home. Feeling a connection to home is the hallmark of Milhaus as a developer and a force for furthering vibrant local culture.

Process

Upon beginning our collaborative process, we aligned ourselves with Milhaus’ vision of creating a brand that would resonate with potential residents while diving into the history of the surrounding area and culture. Identifying target personas and lifestyles, and drawing upon the rich stories surrounding the early days of downtown Indianapolis, was key.

The site of the selected property was located on Washington Street, a historic road for Indianapolis. Currently connecting popular cultural attractions like the Indianapolis Zoo, the Indiana Repertory Theatre and the Circle Center Mall, it was also a part of the original US 40 highway, connecting Indianapolis to both coasts and part of the foundation for becoming “The Crossroads of America”. Washington Street was a prominent part of the original 1820 Indianapolis city plan, laid out in a grid formation, and has been home to multiple industrial uses over the years. Today, with easy access to cultural attractions and retail opportunities, Matchbook needed to communicate the connectivity of the space in a way that would resonate with young professionals.

Ultimately, the team agreed on the name “Grid”, as a way to communicate the easy access to the rest of the city while also paying homage to the history of the downtown Indianapolis area. When designing the visual elements of the brand, we worked to create a distinct look with the capability for a large amount of versatility depending on necessary usage. The grid look fits thematically with the name, and the brand accents and patterns can be used in a variety of layout design applications so that for every need, there’s an in-brand solution.
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Results

Grid opened in June of 2020, with 175 apartment units furnished with high-end amenities including fitness areas, a coffee and tea bar, co-working spaces, a courtyard, a fire pit lounge, a pet-friendly bark park and pet spa, a resident lounge, bike parking and storage, and more. Milhaus collaborated with local artist Jackie Head for a public art piece on the building’s exterior, immediately cementing Grid even further into local culture. With a locally-rooted brand developed with Matchbook’s expertise, and amenities to compete with any community in the city, Grid is set to mark out its space on the map of Downtown Indianapolis.

Interested in our branding and design capabilities? Let’s start the conversation.