The Pass

Identity Design

Brand Strategy

Brand Guidelines

Web Design

Web Development

Naming

The Pass is a 260,000+ square foot mixed-use space right on the edge of Charlotte’s NoDa neighborhood. The project was all about giving old buildings new life—keeping their original charm while updating the space for today. SDH’s branding made sure it all felt like a natural part of the neighborhood.

Challenge

As the first major development in an up-and-coming area, The Pass needed a strong identity to shift perceptions, build anticipation, and attract tenants—despite construction being in its early stages. The project also required a name and brand that honored its industrial past while positioning it as a cultural hub.

Solution

We embraced the site’s defining feature—the overpass—turning a potential obstacle into an iconic identity. The brand’s edgy, vintage-inspired aesthetic reflects NoDa’s creative energy, while custom linework nods to the architecture. A strategic mix of bold messaging, playful puns, and a compelling digital presence helped generate buzz and build momentum.

Engagement Length
9 months
Organization Size
22 employees
Organization Type
Multi Use Development
Website
www.thepassclt.com
Turning an overpass into an opportunity.
Person holding an orange tote bag with light blue text 'the pass' and a small circle logo labeled 'NODA'.
Hand with red nails holding a postcard that says 'don't pass on this' with a black and white architectural image, resting on a brown envelope.
Green metal door with a silver padlock and handle, featuring three torn stickers labeled The Pass, NODA × CLT, and CLT × NODA.
Hand holding a cardboard six-pack carrier with cans and an orange label featuring a construction site photo and the text 'construction update'.
Person holding an orange tote bag with light blue text 'the pass' and a small circle logo labeled 'NODA'.
Hand with red nails holding a postcard that says 'don't pass on this' with a black and white architectural image, resting on a brown envelope.
Open book with a green left page repeating 'the pass' text vertically and a white right page titled 'SECONDARY LOGO' with descriptive text and a black and white photo of a concrete structure.
Open book spread showing design page titled 'Badges' with five different orange badge logos on a pink background page.
Open booklet showing black and white architectural photos of bridge undersides on the left page, and text about architecture photography on the right page.
View underneath a concrete highway overpass with supporting pillars and grassy ground below.
Four dark green arched window icons with different geometric grid patterns on a white background.
Color palette with five vertical swatches labeled Emerald, Mint, Rose, Carrot, and Tangerine, each showing its HEX color code.Colorful layered outdoor sign displaying 'pass41' in front of a modern building with large windows and wooden paneling.
Graphic with repeated text 'NOW LEASING' and large words 'the pass' over a circular beige shape on an orange background, with smaller text saying 'Coming Spring 2022.'
Black and white photo of a smiling young woman framed by large text reading 'over under' with a green circle labeled 'spring '22' on a dark green background, with 'the pass' in the top right corner.
Concrete ceiling with beams featuring pastel pink text and a stylized window graphic centered, surrounded by the phrase 'NOW LEASING X' repeated in a rectangular border.
Black and white photo of a smiling person with curly hair in a hoodie, overlaid with the text 'THE PASS', 'OVER x UNDER', and 'NODA x CLT' on an orange border.
Promotional graphic with muted green background, partial image of bridge railing, text 'Coming Spring 2022.', and a stylized 'tp' logo in orange and teal.
Graphic with large text saying ‘hello you’ and smaller text ‘Coming Spring 2022’ on a peach background, with a faded circular geometric structure and the phrase ‘the pass’ in the bottom right.
Construction site fence with a banner for The Pass CLT x NODA mixed-use development featuring creative office, retail, and multifamily units.
A name that bridges past and future.
Pattern of various words in dark green with some words highlighted in pale green, including Link, Edge, Porch, Portico, Pass, and Union.
A digital destination to build buzz.
Map showing locations of shops with a highlighted popup for Archer Paper Goods
Evening view of an outdoor commercial plaza with people socializing and modern storefronts, part of Pass42 development at The Pass.
Dropdown menu with options: home, property details, neighborhood, leasing, and contact on a dark green background.
Smartphone displaying a website about The Pass, a mixed-use development in Noda, placed on a textured brown surface.

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