Restaurant menu cover with a beige and white color scheme, featuring an abstract line drawing of a fish and the name 'Marguerite Whitefish Bay' in stylized font.

ICAP Development
Milwaukee, WI

Premier Living on Milwaukee’s Leafy North Shore

Branding and logo design mockups for Marguerite Whitefish Bay, including primary, secondary, and badge logos, various typography samples, and design guidelines on a presentation slide.

The first multi-family development in Whitefish Bay in decades, Marguerite stands to establish a new level of quality living in one of Milwaukee’s most sought-after neighborhoods.

Four pages from a design or branding presentation display color palettes, photography styles, and inspiration images related to architectural or neighborhood themes, featuring earthy tones and autumnal colors.

The 20-townhome development is named after a streetcar from the early 20th Century that ferried passengers from the the thick air and crowded quarters of downtown Milwaukee to the leisure pursuits of the North Shore.

The identity and associated visuals build on a sense of nostalgia, but remain true to the colors and textures of the streetscape today — oaks, maples, elms, lindens, and their shifts in hues through the seasons.

The result is a sophisticated visual framework to reflect the higher end of the market the development will occupy, but without losing the familiarity and village flavor of the neighborhood.

Rendering of a modern apartment building with multiple stories and balconies, cars parked in front, and trees surrounding the area.
Set of branding materials for Marguerite Whitefish Bay, including business cards, letterhead, brochures, and marketing flyers, displayed on a light gray surface.
A brochure for Marguerite Whitefish Bay, featuring images of modern townhomes, a map of Milwaukee's North Shore, interior living spaces, and design elements for the development.

Naming

Identity Design

Print Collateral
Design

Website Design

Client
ICAP Development

Architect
Rinka

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