flux branding

A new era of fulfillment.

The plan for the historic Sears Building in DTLA was more than a remodel– it was the creation of a new neighborhood. We came in to tell the story of this visionary development spanning past, present, and future.


Shomof Group

Real Estate

The Mail Order District
  • Audit Report
  • Brand Position
  • Brand Vision
  • Name & Tagline
  • Tone of Voice
  • Visual Identity System
  • Art Book
  • Leasing Collateral
  • Website




This 26-acre development, anchored by the historic Sears Building, needed a concept to pull together multiple adaptive reuse spaces into a cohesive whole. We named the area the Mail Order District a nod to its rich history as the home of the Sears mail order catalog distribution center.


We branded the Mail Order District (MOD for short) as a family of individual elements to create a dynamic portfolio of spaces, each with their own identity and compelling characteristics.


Vintage mail inspired imagery and textures like stamps, packaging, envelopes, and airmail marks bring the Mail Order District to life. The visual language combines classic heritage and contemporary DTLA cool, while a unique logo calls to the Sears building’s iconic architecture.


A variety of printed materials supported advocacy and outreach efforts in the early development stages, including a softcover leasing book and a mini flip book. We also produced a hardcover art book featuring original and historic photography.


We designed and developed a new website, featuring an original film, engaging renders, and interactive maps, to bring the Mail Order District to the world.