THE GOODS

Morse is an undoubtedly unique apartment community within Washington, D.C.’s bustling Union Market District. Driven by a striking aesthetic and sophisticated finishes, Morse boasts a discerning approach to design, curated through a singular lens from the inside out. The graphic identity features a modern wordmark – with a subtle (morse code) dash – and custom “M” monogram design rendered in 3-D.  A minimalist visual language combines chic lifestyle photography with rich textures and colors and bustling neighborhood imagery. High-end collateral incorporates luxury elements such as embossing and foil stamps into a distinct package of cards with a custom slip case envelope. Environmental graphics and the community’s interior design reinforce the electric and eclectic nature of the Morse brand identity. Copy is succinct and inviting, and never gets in the way –  while a palette of black, grays, gold and tan evokes timeless style. Select photography by LCOR.