NOHO Flats

During a major renovation and expansion, NOHO Flats needed more than just new signs — they needed a new sense of arrival. We translated an eclectic, Key West–inspired interior design vision into a signage and placemaking system that brought energy and visibility to the property. The goal? To help visitors feel like they’d arrived somewhere intentional — not just another apartment complex.

From new opportunity zones to a bold front-facing mural that now anchors the building as a local landmark, the system balances function and flair — and stands out in a crowded neighborhood.

We collaborated across architects, muralist, sign vendors, and hurricane season — staying flexible, hands-on, and on budget. The result is a property that’s easier to identify, impossible to ignore, and designed to connect.

THE CHALLENGE

Magnolia’s Tampa property was undergoing a full-scale renovation and expansion — modernizing its interior and adding space to grow. But while the building evolved, its exterior identity was stuck in the past.

The brand needed to reflect a new vibe: inspired by coastal Florida and the eclecticism of Key West, while also serving practical needs — driving traffic to the leasing office, improving directional signage, and standing out in a sea of lookalike buildings.

THE DIRECTION

We worked alongside the architectural team from day one, translating their interior vision into a cohesive exterior experience. That meant:

• Finding and designing within underutilized opportunity zones for optimal signage placement to drive traffic
• Introducing varied textures, materials, and color cues that reinforced the local personality
• Maintaining cohesion through a conceptual throughline across all signage
• Designing a large mural that serves as both an Instagram-ready moment and a true neighborhood landmark

EXCUTION & PROCESS

The path wasn’t always smooth. The project faced:

• Multiple permitting delays
• A disruptive hurricane in Tampa during 2024

Despite these shifts, we stayed close to stakeholders and partners — including sign vendors, muralists, and the client’s internal team — ensuring continuity and adaptability.

WHAT WE MADE HAPPEN

“We wanted people to feel like they’d arrived — not just at a building, but at the right building.”

The system balances clear identification with emotional connection. It serves visitors, helps residents orient, and gives the building a visual signature it didn’t have before. The mural, in particular, acts as a social anchor — a place you can point to, gather at, and remember.

OUR TAKEAWAY

This project reminded us:

• That strong vendor relationships can carry you through chaos
• That project management is creative work
• That every detail — every placement, material, and surface — plays a role in the experience

Above all, it showed how much we value being a true partner. From natural disasters to changing teams, we showed up, delivered, and adapted.