We partnered with Beacon Capital Partners to help them develop a comprehensive brand strategy and visual identity for a tech campus in Downtown Denver. This new development connected three disparate buildings including the historic Mile High Center, Denver's first skyscraper, which was designed by architect I.M. Pei. We were pulled into the project when all they had were blueprints, which allowed us to help them design everything from the ground up. Our scope included naming the campus, visual identity system, motion graphics, email campaigns, interior wayfinding, exterior signage, videos, a website, marketing collateral, and we even helped curate artists to paint murals onsite.
What We Did
- Brand Identity
- Signage System
- Motion Graphics
- Web Design
- Web Development
How We Did
Despite commercial real estate taking a dive post pandemic, 1700 Broadway has attracted and retained high occupancy since renovations have been completed. The design language created for the brand has been leveraged to inject moments of surprise and delight around the campus. Murals, wayfinding, and onsite installations resulted in a creative/tech campus that is an intuitive and inspiring place to work.
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For the identity system we looked to the building's architecture and revamped interiors for inspiration. The principles of dynamism and modularity stood out as the core attributes that drove everything the Beacon team was putting in place for tenants across the campus. This led us to the concept of “building blocks”, a red thread that weaves through architecture, business, creativity, and innovation. It also communicates the benefit of this open campus where collaboration happens, ideas are exchanged and built upon.
The visual identity was designed to be modular. The primary identity for the campus can be reconfigured to resemble each building's silhouette highlighting the distinct architecture of each building that makes up the Atrium Campus.
Website Design & Development
Our goal for the website was to help Beacon attract tenants in the tech and creative sectors, so we designed and developed the site to be clean, elegant, and fluid, much like the campus itself. To give prospective tenants a first-hand feel of what it’s like to work here, we used subtle animation and transitions throughout the site to draw focus to the campus’s features, amenities, and highlighted connectivity to the surrounding neighborhoods where tenants could grab coffee, lunch, entertain clients, or enjoy happy hours.
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For brand collateral, we honed in on what makes the Atrium Campus such a unique place to work; the architecture, connectivity to transit and the surrounding areas, including some of the city's most notable cultural institutions. These were highlighted in brochures and teased out through OOH billboards and banners.
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The “building blocks” concept was carried through the comprehensive signage and wayfinding package that we designed for the Atrium Campus. Exterior signage included a 19 foot tall monument sign for the campus and marquee signage for each building. Inside the campus mini monuments help orient visitors so they can quickly locate tenants or points of interest. The overhauled wayfinding allows visitors and tenants to navigate through the campus intuitively.