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20 / BUILDING DIALOGUE / DECEMBER 2017
ELEMENTS Branding
A nyone who lives
in or has visit-
ed Denver in the
last few years can tell the
Mile High City is booming. It
seems like construction cranes
are growing like weeds in every
neighborhood, with empty lots
being snatched up left and right.
Amid a building boom that is adding
thousands of new residential and ho-
tel units and thousands of square feet
of leasable office space, architects, prop-
erty managers and developers are getting
creative about how to differentiate their
properties in a saturated marketplace.
Many of the usual factors come into play
for tenants when trying to determine which
new building is right for them, including sus-
tainable features, location, amenities, views and
finishes. Increasingly however, developers, ar-
chitects and leasing agents are looking for more
unique and innovative ways to set their properties
apart. By branding a built environment through
identity, wayfinding, signage and placemaking
features, a development can stand out in a rapidly
crowding field of competitors. When designing an
identity for a property, partnering with an experi-
ential graphic design firm that specializes in the
built environment will net a standout visitor expe-
rience that manifests itself throughout the entire
building. Owners and architects can elevate and
distinguish their properties in a noticeable way,
and offer a proven return on investment.
Take 1401 Lawrence, for example. One of Denver’s
newest Class AA high-rises, 1401 Lawrence elegantly
asserts itself in the Denver skyline with an all-glass
façade that creates a sophisticated juxtaposition to
the historic Larimer Square, just out its back door.
In close coordination with project architect and
contractor Beck Group, as well as Canadian devel-
oper First Gulf, we branded the stylish tower in a
tasteful and upscale way. By extending the sim-
ple and graceful identity throughout the property
through interior and exterior signage, wayfinding
and placemaking elements, we were able to add an-
other layer of luxury and design detail on top of
Marty Gregg
Principal,
ArtHouse
Design
The 1401 Lawrence logo in stainless steel installed
on the transom as well as on the walk-off mat
reinforces the brand in an elegant way as users
enter the building.
Upon entering the building lobby, visitors are
greeted with a glowing tenant directory. The noble
materials used in the directory echo the building
finishes to create a unified visitor experience.
Taking cues from the building finishes, including
marble, granite, glass and wood, ArtHouse de-
signed a glass monument sign that glows from
within and acts as a beacon for both vehicular
and pedestrian traffic along both 14th Street and
Lawrence Street.