17th Street Plaza
My Role: Integrated Designer, Creative Direction
Overview: 17th Street Plaza is a prominent office tower located at the intersection of 17th Street and Larimer in Downtown Denver. With its modern office spaces and iconic presence on Lawrence Street, the building offers panoramic views of the mountains and the cityscape. Known for its timeless architecture and state-of-the-art operating systems, the property attracts top-tier tenants, including JLL and CBRE.
Challenge: 17th Street Plaza needed to be rebranded, emphasizing its timeless elegance and sophisticated appeal while enhancing its marketability to prospective investors and tenants. The goal was to deliver a fresh perspective while respecting its traditional office tower identity.
Solution: The rebranding strategy focuses on three key inspirations: the building's architectural façade, its prestigious address on a central boulevard, and its breathtaking views. The design embodies a classic and sophisticated aesthetic, eschewing overly flashy elements in favor of elegance and durability.
Execution:
The rebrand highlights the building’s timeless design, aligning with the broker’s desire for elegance and subtle sophistication.
Marketing materials emphasize the building's strategic location and the prestige associated with its notable tenants.
Design elements draw inspiration from the building's architecture and panoramic views, reinforcing its status as a premier office destination.
The branding package includes updated visual assets and key messaging tailored for presentations to potential new owners.
Impact: The revitalized brand positions 17th Street Plaza as an enduring landmark in Denver's CBD, appealing to investors seeking a blend of traditional elegance and modern amenities. This refined approach underscores the property's stature and market competitiveness as ownership changes hands.
