Branding & Event

Horizon II: Office to Industrial Conversion

In partnership with DWS, Foundry Commercial broke ground on a new office-to-industrial conversion project in Irving, Texas.
In order to mark the occasion, our team decided to create a brand that stands out in the market, and launch it with a ground breaking event.

The branding I created is meant to convey strength and boldness, as well as highlight the proximity to DFW Airport without being as overt as our branding for Horizon Landing (see the Horizon Landing project). In order to accomplish this, I really wanted to lean into the the roman numeral II in the name of the property and all the ways that could help convey our message visually. The parallel lines of the “II” in Horizon II, when repeated linearly, subtly reference markings on a runway like the DFW Airport in close proximity to the site. When repeated in a more structural pattern, the “II” in Horizon II then visually alludes to bricks and building - getting back to the idea of strength through structure.

Once we finalized the brand, it was time to release it into the wild. A ground breaking was held in October 2026 to launch the site and branding in the market with a unique event that would keep the site top-of-mind: a customizable western hat bar with on-site hat branding.