The Waller | Symphony Square

A high rise brand fit for a landmark site

For Greystar’s new 32-story residential project at 11th and Red River streets in Austin, we developed a brand position by taking cues from the project’s distinctive architecture, interiors, and nearby green spaces. Named in honor of its proximity to Waller Creek, the city-block-sized site wraps around the historic home to the Austin Symphony and is adjacent to the area’s new Waterloo Greenway, Waterloo Park, and the Moody Amphitheater.

Exterior renderings courtesy of R2L:Architects; interior renderings courtesy of Michael Hsu Office of Architecture.


  • Naming
  • Branding and Identity
  • Message Architecture
  • Signage and Wayfinding
  • Marketing Collateral and Campaigns

Project Team

  • Content & Context
  • Michael Hsu Office of Architecture
  • R2L:Architects

A language of geometry and nature

The visual identity draws heavily from the materiality and forms of the interior architecture. The W monogram — in solid and inline forms — provides the distinctive feel of a hospitality experience. The soft forms of the logotype translate to handsomely detailed signage applications. A collection of geometric shapes host images and textures, all surrounded by a moody and rich color palette.