Centered around the idea of intelligent elegance, the identity combines Art Deco motifs inspired by the building’s façade with future-oriented moments that foreground the building’s revamped interiors.
Research
Copywriting
Design
Art Direction
Identity System
Marketing
Website Design
App Design
Advertising
Promotional Gifts
A classical revival building overlooking DC’s McPherson Square, 1500 K is a Class A, 243,000 RSF property recently renovated to the tune of $12.1m. Within its 1920s shell are 11 stories of upscale, tech-forward offices supported by high-demand first floor retail. But its century-old exterior belies its ultra-modern interiors, creating the need to bring attention to what’s beyond the surface.
We partnered with Grosvenor to develop a brand identity and marketing campaign to communicate 1500 K’s multi-faceted offer of heritage context, cutting-edge interiors and enhanced amenities to creatively minded companies – an audience representing an expansion beyond the building’s traditional tenants.
Centered around the idea of intelligent elegance, the identity combines Art Deco motifs inspired by the building’s façade with future-oriented moments that foreground the building’s revamped interiors.
An articulation of both the architecture and vision, the iconographic system was the pillar for our holistic design philosophy. Fashioned to embrace culture, technology and place, we wanted to tell a story that mirrored the destination, from both historical and future-forward standpoints.
Each of the building’s four core attributes – architecture, technology, amenities and location – is assigned its own pattern in a flexible, modular design system. The system succinctly and appealingly communicates how 1500K is redefining 21st Century office experiences while celebrating the heritage of the building.
Supported by a marketing campaign comprising a website, brochure, e-blast and signage, the identity has helped almost double 1500K’s occupancy levels.
2019 Graphis Branding 7 Annual
— Honorable Mention