CREJ

DECEMBER 2017 \ BUILDING DIALOGUE \

ELEMENTS

Branding

those put in place by Beck. Taking cues from the building

finishes, including marble, granite, glass and wood, we de-

signed an ethereal glass monument sign that glows from

within and acts as a beacon for both vehicular and pedes-

trian traffic along both 14th Street and Lawrence Street.

Interior signage also picks up on the same motifs with

glass signage for Americans with Disabilities Act featur-

ing a subtle marble texture, as well as an elegant stainless

steel detail. Garage supergraphics and exterior parking sig-

nage tied the project together by using consistent typefac-

es and materials and deliver clear and effective wayfind-

ing throughout the property.

While every building requires specific signage for code

compliance, many miss the opportunity to take advan-

tage of these requirements to build on the brand story

and narrative established by the design team, marketing

efforts and architecture. A strong, effective identity is es-

sential to any project, but must be brought into the public

realm through a coordinated design effort across a variety

of disciplines. The value of such a thoughtful and well-

executed branding, signage and placemaking effort offers

a real return on investment to businesses that wish to

unify the visitor or customer experience.

While signage and environmental design is an effective

leasing tool when it comes to attracting prospective ten-

ants, it has proven to be a successful way to enhance a

property, provide clarity to the brand voice and augment

the visitor experience. 1401 Lawrence is a clear example of

this idea, having been fully leased with ease in a short

period of time after completion – and in a part of Den-

ver that has seen no dearth of high-end commercial space

coming on the market in the last few years.

1401 Lawrence is one of Denver’s newest Class AA pre-

miere office buildings, rising to 21 stories and overlooking

historic Larimer Square. This LEED Gold certified building

brings high-end finishes, breathtaking views and an ele-

gant, all-glass façade to downtown Denver, adding to the

high-profile developments along 14th Street.