Brief:

Located in Downtown Washington, DC, we were tasked to give this capital improvement project a graphic and experiential identity. Keeping some key materials in the lobby, the space resonated with hints of elegance but it was missing a system pulling things together. We worked together with architects and interior designers in order to create a language that celebrated some aspects of its current state but shaped the experience to modernize and bring warmth and elegance into its renovation.

Solution:

Looking to strengthen the building to its surrounding geographical context, we developed an identity that incorporates the Mount Vernon Triangle neighborhood by shaping the logo into a triangle boundary. The numeric identity has a modern approach with some deco strokes which are predominant in high-end real estate projects. The intent was to elevate the experience by making it warm and including touches of sophisticated hospitality. We focused on looking back at the era of opulence and rich design detail of the 20's. We studied old regal transportation hubs and how architecture worked at a large scale but how it also contained rich details at a smaller scale. We developed the identity, building signage, and experiential graphics to work together with modern architectural interventions. The result is a rich layering of design elements that give warmth, detail, and elegance for tenants and visitors to enjoy while providing value and equity to the landlord's portfolio.