JBG Smith for Amazon Fresh

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

The objective was to develop a design that would embody the essence of fresh, authentic cuisine while positioning JBG SMITH as the curator of a space that attracts innovative, high-caliber tenants. Although the tenant had not yet been determined, the vision for the space was well-defined: it would be home to a business centered around “fresh food from scratch.”

To bring this concept to life, we began by drawing inspiration from high-impact stock imagery that evoked the art of food creation—from vibrant ingredients to the textures and hands-on nature of preparing meals from scratch. This imagery formed the foundation of a dynamic design system that was both visually appealing and conceptually aligned with the fresh food ethos. The goal was to captivate and intrigue, offering a glimpse into the world of fresh, scratch-made food even before the tenant was revealed. By layering elements of food preparation with textures and colors that were both bold and organic, we created an energetic flow that felt fresh, dynamic, and inviting. These design elements seamlessly blended with JBG SMITH’s brand, reinforcing the company’s role as a visionary property owner that fosters vibrant, forward-thinking businesses.

The result was an engaging and creative window display that drew the attention of passersby and set the stage for the excitement to come. It successfully captured the promise of fresh, scratch-made food while positioning JBG SMITH as the architect of spaces where innovation thrives. The window graphics became a story of anticipation, sparking curiosity and excitement for what was to come.