The Jones On Main

Houston, TX

Client Profile

Midway Companies is a Houston-based real estate investment and development firm with a portfolio encompassing 42 million square feet across 23 states and northern Mexico. With more than 46 years of experience enhancing various environments — from mixed-use developments and master-planned residential communities to office buildings and medical facilities — Midway is a well-established firm with proven expertise.

Project Scope

Streetsense was tasked with animating and reinvigorating the original Gulf Oil headquarters in Houston, TX through brand and the built environment. This historic building — located at 712 Main Street — has a landmark location and icon status, but lacked a story and environment that translated its unique value proposition to today’s discerning consumers. The solution was to create a distinct Jones on Main experience and a compelling brand and story to drive interest and relevance, the result of which has been a marked increase in traffic and an improved win rate on lease-up. The team also designed and curated the building’s public spaces, and is in the process of introducing a food hall to activate the ground floor and forge local connections.


  • Collateral + Packaging
  • Concept Visioning
  • Design Development
  • Identity Creation
  • Merchandising Strategies
  • Schematic Design
  • Storytelling