Client
Trammell Crow Company
Industry
Luxury real estate
Services
Naming
Branding (manifesto, promise, pillars, and purpose)
Verbal identity (voice and tone)
Brand style guide
Headlines for ads and marketing
Ask
Central Park used to be Denver's international airport. When the planes left town, it settled into a quiet place to raise a family. And Trammell Crow needed a brand that could capture a neighborhood in motion. It also had to speak to the wide range of people moving there, from newly single parents to nurses who travel a lot.
Solution
I started with the name. An elevon is the part of an aircraft wing that controls both pitch and roll. That nods to the neighborhood's runway past, and it also promises balance to residents trying to stay responsible without giving up a very rewarding life. From there I wrote the manifesto and built the brand on three pillars: Chapters, Movement and Growth. I set a voice that's "confident while fun" and carried it through the style guide, the website and lines like "From greenway to railway to runway, find new perspective always."
Results
It’s all leased up and we won the Bronze at The One Club Awards Denver.
