The DC Building

Previously an exclusive private men’s club known as the Denver Club, the building’s reputation as a dated institution for bygone generations preceded it, detracting from interest among Denver’s new class of young, modern professionals. Unico hired us to develop a comprehensive positioning strategy that would honor the building’s historic roots, while emphasizing the modern attributes needed to attract 21st-century tenants.

Market

Located in the heart of Denver’s Central Business District, the building is an architecturally significant office space.

Asset Class

Former home to the Denver Club, a prestigious private men’s club, this office building needed a brand that could attract a younger tier of professionals.

Client

Our friends at Unico Properties tapped us to help renew and invigorate interest in this historical treasure.

Brand Strategy

Naming // Brand Positioning // Brand Identity

Creating a fresh take on the name ‘Denver Club,’ and working around historically protected signage constraints, we reimagined it as the “DC Building,” a new classic in the city’s evolving market and focused on developing an inclusive brand identity for the building, one that would appeal to a diverse, evolving market.

Campaign Planning

Campaign Plan

Infusing the campaign with unique, out-of-the-box touches, like gifting brokers with custom-branded bowling balls and bags for DC building’s bespoke tenant bowling alley, we creatively re-introduced the asset to the market and asked audiences to rethink the DC Building.

Design and Content

Brochure // Premium broker ‘brag book’ // Notecards // HTML email // Floor plan templates

We suffused all marketing materials with top-notch design elements, inspired by an “industrial luxe” sensibility and provided brand and creative consulting to Unico’s broker teams, as well as template design materials to ensure consistency and alignment across all materials.

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