JBG Smith for Amazon Fresh

Window graphics designed for JBG SMITH at the new Amazon Fresh location at National Landing in D.C.

Role: Principal Designer
Agency: Protiviti Digital

JBG SMITH owns, operates, invests in, and develops a dynamic portfolio of high-growth mixed-use properties in and around Washington, DC. Through an intense focus on placemaking, JBG SMITH cultivates vibrant, amenity-rich, walkable neighborhoods throughout the Capital region, including National Landing (below), which now serves as the exclusive developer for Amazon’s new headquarters. JBG SMITH’s portfolio currently comprises 13.7 million square feet of high-quality office, multifamily, and retail assets, 99% of which are Metro-served. It also maintains a robust future pipeline encompassing 9.3 million square feet of mixed-use development opportunities.

In 2021, I designed and directed the window graphics for JBG SMITH. At the time of ideation, we did not know what store would purchase the property, but we did know that they would be focused on the idea of ‘fresh food from scratch’. Using stock imagery, I was able to curate and develop a design system that introduced JBG as the owner of the property and validated their authenticity in the fresh food market.