Beauxwright

Beauxwright is a Charlotte-based real estate investment and development firm specializing in the acquisition, renovation and development of office and mixed-use, residential-for sale and apartment projects.

From Wall Street to Washington, from Austin to Atlanta, the Beauxwright team has a diverse and multifaceted work history. The company was founded with an entrepreneurial spirit, and an eagerness to provide creative and nimble solutions while establishing strong relationships in the community.

For Kelso Communications, it was an ideal fit. We began our rebranding and marketing efforts by first posing a burning question to the Beauxwright principals: What is a developer, and what does he do all day?

We used the answers as the foundation for defining the company, its mission and its differentiating qualities.

IT STARTED WITH THE IDENTITY.

A new logo must be versatile enough to work in a wide variety of environments, from signage to large desktops to the smallest social media windows. Our new logo provides this flexibility. The full wordmark displays the name in a modern font, with subtle notches that mirror the square in the icon. The color is a warm earth tone, reflecting Beauxwright’s work on developments from the ground up.

For the icon — is it a B? Is it a W? Yes. We had fun with the look of this, with a B at first glance, and a W on its side. The two letters are part of the brand story. The company name comes from the French words “beaux mondes,” meaning “desirable places to be,” and “wright,” meaning “creator.” Put them together, and you have Beauxwright.

NEXT CAME THE WEBSITE.

“Clean and user-friendly” was the directive in the design of the new website. It incorporates the rounded corners and earth tones of the logo, and features illustrated elements inspired by the patterns of site plans, blueprints, maps and landscapes. Case studies take a deep dive into the challenges, the creative thinking, and above all, the partnerships that are essential to the success of complex development projects.

THEN CAME THE DRONE.

Front and center on the website is our get-to-know-us video, which shines a light on the company’s principals and principles. Together with observations and insights from the team, aerial footage gives a literal overview of some of Beauxwright’s most unique and distinctive properties.