Located in the center of downtown Grand Rapids, the Morton is a newly renovated residential property featuring modern apartment units and upscale condos and penthouses. Conduit worked with Rockford Construction to create a brand for the historic building that feels cosmopolitain and appeals to the discerning resident. The identity is timeless at its core with timely expressions that feel current. We teamed up with interior designer Kathryn Chaplow to style a unit with our target resident in mind. We worked with Dean Van Dis Photography to showcase the units and give a sense of the excitement of downtown living.