In early 2020, Buie & Co. was charged with creating a new brand identity for Music Lane, the latest mixed-use retail and dining development by Endeavor Real Estate Group. Located in the heart of South Congress, Music Lane’s brand needed to be both modern and refined, reflecting the past, present and future of Austin’s most iconic street. It had to fit in with the neighborhood’s unique style, yet also stand out amongst the sea of established local favorites.
The result? A playful, cohesive design that is sophisticated yet accessible. We incorporated a music note as a nod to the project’s namesake street and the renowned live music scene of South Congress. The soft blush and navy color scheme is the perfect blend of feminine and masculine, giving a wide range of complementary color combinations. The logo and accompanying pattern of an eighth note were intentionally crafted for a variety of applications, well-suited for the website, digital collateral, social media, on-site signage, swag items and much more.
With an exciting new brand in place, it was time to show it off. Our team developed a project website, with pages to feature shops and restaurants, a directory, events and local attractions. We also launched Music Lane’s social media accounts, with custom graphics and store spotlights to showcase the newly-opened retailers. The cherry on top was seeing the brand come to life IRL with a large window vinyl on display for all of South Congress’ many visitors.
We loved partnering with Endeavor on this exciting brand, one that is sure to become a household name in Austin and beyond. Be sure to stop by Music Lane next time you’re in the area!
Site photos by Cristina Fisher