The name derives from its address, 333 East Colorado, and has a unique character to it. I helped the team define their brand values that would then influence everything from marketing to guest experience to the types of coffee makers that were purchased.
The Brand Build
With a solid foundation and vision for the intended experience, I began crafting the visual collateral: logo mark, secondary mark, typeface, color palette, and style guidelines. The logo mark is a modern, custom approach on a stencil. Creating an iconic, memorable, and functional piece that is recognizable anywhere in the city. The stencil is slightly rounded on each corner to create a light softness.
The color palette was intentional restrained and confident with a bold pop of color. Utilizing heavy white space, the orange becomes a distinct and memorable color.
The secondary mark takes note from the space and movement created by the stencil lines and looks to be another format option. The letters connect and flow into each other while also functionally serving as a sort of “badge”.
A Robust Library
A library of icons were created in order that there be versatility and brand design in each piece of the property. A modern movement, flow, and line direction create consistent across each. A custom typeface was created to provide a library of tools to brand the property with in future scenarios. The goal was to have a fully branded property from the logo down to the individual letters of the many pieces of signage throughout the residence.
Every Little Corner is Unique
I art directed a host of photography that was captured to showcase the intentional design of the space, celebrating the location, and capturing the moments of community that surrounds it. Images of normal life happening, with focus on design elements and intentionality is key in all the photography.