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TAbLE OF COnTEnTS o1
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BRAND
unique selling
STRATEGY
propositions
13 brand promise
19 BRAND
16 brand keywords
21 mood board
EXPRESSION
25 logo standards
brand story
17 brand pyramid
23 BRAND IDENTITY
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logo usage
typography
3o
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photography
color palatte
style
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brAnd StrAtegY
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unique selling propositions
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br And strAtegY
proximitY / ex p er i en c e / s p i r i t / s p a c e
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PrOXIMITY ThAT TUrnS hEADS.
Turn right to see the bright downtown Denver skyline only blocks away. Turn left to see the Rockies and everything they offer only minutes away. Look ahead and you’ll see neighborhoods like The Highlands, LoHi, Sloan’s Lake, and West Colfax full of hot spots, great dining and new memories. Everywhere you look, life is in your sights because Cirrus truly is in the most convenient, accessible place to live in Denver. With accessibility to Colfax, Federal, Speer, 6th, I-25 and I-70—all of Denver’s major arteries—getting anywhere from Cirrus is quick and simple. And that’s becoming a critical factor for Denver residents. Because in a rapidly growing city (with more vehicles on the road every day), proximity like this is an essential lifehack that helps you maintain your sanity in getting from Point A to Point B.
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01.
SEE MOrE. DO MOrE. LIVE MOrE. bE MOrE.
Perched above everything else in the area, our residents can see it all. The view from the thirdfloor pool perfectly frames Denver’s city skyline like a postcard. From the south-facing garden, Pikes Peak sits on the horizon, beckoning you to adventure. And the rooftop deck takes the views even further: unobstructed, 360-degree vistas. But the point isn’t the views—it’s about what they mean. At Cirrus, everything you love about Denver is right at your fingertips: More concerts at Red Rocks. More 14ers with friends. More festivals and festivities. More high country adventures. And more thrills in the city. And because our rent isn’t out of control (like elsewhere in the city), you actually can to do afford more. It’s not just about convenience—it’s about maximizing your lifestyle. For doers who want to experience everything, Cirrus is the best way to see, do, and live Denver.
unique s ell in
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EMbrAce the west side spirit of individuAlitY.
Denver’s West Side is a flavor entirely of its
the world. In fact, the West Side has always
own. Not as polished as LoHi, as funky as RiNo,
been a beacon of diversity for the Metro area,
as cluttered as Cap Hill, or as cushy as Wash
simmering like a Mile High melting pot. It’s bold,
Park, the West Side lacks a formal definition
yet pleasant. Diverse, but not separate. It calls
altogether. And maybe that’s what makes
for pinch of this and a dash of that.
it so special. There’s something boundless to its identity that won’t allow for a label. An
We know it’s not easy to describe, but you
enduring nature to its spirit that will outlast the
will know The West Side spirit when you live
fickle trends of today. For the last 100 years, the
it at Cirrus. It’s a different type of building in
West Side has drawn individuality and culture
a different type of neighborhood for those
from all walks of Denver—and every corner of
craving something new.
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03.
A plAce for EverY side of You.
We are complex creatures—we are never only one thing—which is why we built a community for every part of who you are. The yin and the yang. On one side, you’re part of Denver’s rapidly expanding city center, a bustling urban and vertical metropolis charged with activity and commerce; on the other, you’re at the front door of the Rocky Mountains, a constant existential reminder to disconnect from technology. It’s about the diversity of choices we offer our residents. You can enjoy Federal Boulevard dim sum for lunch and LoHi’s fine dining for dinner—and that totally makes sense to us. Because your home should never define who you are, and Cirrus allows every part of your personality to coexist under one roof.
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urbAn living thAt feels nAturAl.
Living in a densely-populated city can feel claustrophobic—but never at Cirrus. Our architectural design offers ample open spaces throughout our property where residents can go to stretch out, including picturesque platforms that allow you to reflect and find tranquility within urban chaos. Where else in the city can you experience Denver’s hallmark sunrises AND sunsets all in one place? Inside the building, we were also intentional to bring the outside in. Cirrus is only the 2nd commercial building in Denver to be built with Cross Laminated Timber (CLT), Cirrus melds the industrial aesthetic so common in Denver with something more natural. As a sustainablysourced, renewable material, CLT also reduces waste during construction and carries a much smaller carbon footprint than steel and concrete. This mindful approach will resonate with residents, while also adding a beautiful design feature that brings the outdoors into your home. Finally, urban living that feels natural.
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05.
IT’S ALL FOr The cirrus resident.
From thoughtful finishes to livable design, every detail at Cirrus has been carefully considered from the resident’s point of view. This thoughtful approach to building is a cornerstone of UDR, and because this is the first fully owned development in our backyard, we’re punctuating that point at Cirrus.
06. unique s ell in
We were deliberate to build amenities that truly do enhance the lives of our residents. Our units are also all outfitted with smart technology so our residents can take advantage of the best in home tech. And our on-site staff understands the important role they play in bringing it all to life for the resident. It’s all intentional at UDR, and we’re committed to bringing this resident-centric living to Cirrus, every day.
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brAnd storY Perched way above everything else in the area, above the busy streets, the energetic stadium, and the picturesque cityscape, is Denver’s most livable and spirited new community: Introducing Cirrus, the best way to experience all Denver has to offer. It begins with our location. Turn right to see the bright downtown Denver skyline. Turn left to see the Rockies. Look ahead and you’ll see neighborhoods like The Highlands, LoHi, Sloan’s Lake, and West Colfax full of hot spots, great dining and fun times. Unobstructed, postcard-quality vistas in every direction. And it’s not just the views—the location also comes with unparalleled convenience and access to anywhere you want to go. Because in a rapidly growing city (with more vehicles on the road every day), accessibility like this is an essential lifehack that helps you maintain your sanity in getting from Point A to Point B. With proximity to Colfax, Federal, Speer, 6th, I-25 and I-70— all of Denver’s major arteries—life at Cirrus is a launch point to your next great experience. Enjoy more concerts at Red Rocks. More 14ers
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with friends. More festivals and festivities. More high country adventures. And more thrills in the city. And when you aren’t out exploring, Cirrus is your home haven. From the thoughtful finishes to the livable unit design, every detail at Cirrus has been deliberately considered from the resident’s point of view. We built Cirrus with Cross Laminated Timber (CLT), a sustainably-sourced, renewable building material. Not only does CLT reduce waste during construction and carry a smaller carbon footprint than steel and concrete, this mindful approach deeply resonates with residents, adding a beautiful design feature that brings the outdoors into your home. Step outside your apartment, and the abundance of community space is freeing. Our amenities truly do enhance the lives of our residents. Our units are also all outfitted with smart technology, and our on-site staff understands the important role they play to make Cirrus come alive. In this way, Cirrus is built for every part of who you are. The adventurer and the homebody. The thinker and the doer. The city seeker and the nature lover. Our residents are just as comfortable at
SeĂąor Bear in LoHi as they are at Star Kitchen on Federal. Because we are all complex
creatures, and your home shouldn’t define who you are. Cirrus is a place for every
side of who you are and who you hope to become. See More. Do more. Be more.
LIVE MOrE.
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brAnd proMise Only Cirrus gives residents the best way to experience all Denver has to offer, with postcard quality views in every direction, resident-centric amenities like home tech and thoughtful finishes, and convenient proximity to the hottest spots in the metro area— all driven by the spirit of individuality from Denver’s West Side.
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All in
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brAnd KeYwords
Accessible Artistic but not hipster Attainable Character Community Connectivity/Connected Convenient Curious Diverse Energetic Epicenter Local Inspired Low Key Momentum
Not Too Serious Views Proximity Resident-Centric Sensory Social Space Spirit Surprising Thoughtful Timeless Contemporary Understated Versatility Neighborhood
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brAnd pYrAMid brAnd essence.
brAnd proMise.
brAnd pillArs.
brAnd keYwords.
brAnd strAtegY. benefits.
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ALL IN PLACE
Only Cirrus gives residents the best way to experience all Denver has to offer, with postcard quality views in every direction, resident-centric amenities like home tech and thoughtful finishes, and convenient proximity to the hottest spots in the metro area—all driven by the spirit of individuality from Denver’s West Side.
PROXIMITY INDIVIDUALISM
Accessible
DO MORE
WEST SIDE
RESIDENT-CENTRIC
NATURAL
Artistic Attainable Character Community Connected Convenient Curious
Diverse Energetic Epicenter Local/Inspired Low Key Momentum Neighborhood Not Too Serious Proximity Resident-Centric Sensory Social Space Spirit Surprising Thoughtful Timeless Understated Versatility Views
Do More,
Never Feel
Thoughtfully Designed
Unique/Diverse
Best/Most
With Ease
Claustrophobic
For the Resident
Neighborhood
Diverse Views
Proximity +
Several Open/Outdoor
High End Finishes/
Intersection of
Hilltop/Rooftop/
Access
Community Areas
Smart Home Tech
Fed/Speer/Sloans/
Pool + Garden Floors
LoHi/W Colfax/Mile High
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brAnd IDEntitY
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logo StAndArds Shown below is the Cirrus logo. The logo may be used in its full version with tagline or with just the logo. Logo guidelines are expressed here and on the next page. Thank you for following our standards and helping us make the Cirrus brand consistent and beautiful.
FULL CORPORATE LOGO WITH TAGLINE
ICON
FULL CORPORATE LOGO
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MINIMUM LOGO SIZES
VERTICAL
2"
1.5"
.5"
TWO COLOR To be printed using PANTONE® 7459C Blue & PANTONE® Cool Gray 9 C
ONE COLOR
*To be used on vertical signage.
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LOGO USAGE L O G O LOGO STAGING AREA The staging area, also called clear space, is the area around the Cirrus logo that must always remain clear. It should be thought of as part of the design. The staging area helps separate the logo from visual clutter and helps the design stand out for easier recognition. No other printed material should violate this space. This space also determines the minimum distance between the logo and the closest edge of the surrounding area. The staging area required for our logo at the size shown is indicated here by an “X�.
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IINCORRECT N LOGO C USAGE O R R E C T The Cirrus logo has been designed for flexible applications and a wide variety of uses. However, care must be taken so that the design is never altered, distorted or deviated from the established guidelines (as shown in the examples below).
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TYpogrAphY HEADLINES:
SUBHEADLINE 1:
Conseil
Conseil (40 pt. tracking)
AbCDEFGhIJKLM nOPQrSTUVWXYZ 123456789 !@#$%^&*()
AbCDEFGhIJKLM nOPQrSTUVWXYZ 123456789 !@#$%^&*() SUBHEADLINE 2: ITC Avant Garde Gothic Pro Bold (all caps)
KEYWORD CALLOUTS: Conseil Outline
AbCDEFGhIJKLM nOPQrSTUVWXYZ 123456789 !@#$%^&*()
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ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()
BODY COPY: ITC Avant Garde Gothic Pro Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
photogrAphY StYle Lifestyle images should feel warm, energetic and authentic to the neighborhood vibe. Abstract images should use eye-catching juxtaposition to portray the varying aspects of Denver life available to Cirrus residents.
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Color PAlette PANTONE®: 5595C
PANTONE®: 1215C
PANTONE®
C: 31
R: 179
C: 6
R: 240
C: 79
M: 14
G: 195
M: 21
G: 198
M: 46
Y: 31
B: 178
Y: 74
B: 95
Y: 33
K: 0
K: 0
WEB: # b3c3b2
PANTONE®: 309C
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K: 7
WEB: #f0c660
PANTONE®: 7459C
®: 7459C
PANTONE®: 309C
R: 64
C: 91
R: 13
G: 116
M: 64
G: 51
B: 140
Y: 56
B: 60
K: 54
WEB: #40748c
PANTONE®: 5595C
WEB: #0d333c
PANTONE®: 7580C
PANTONE®: 7411C
CMYK: 18, 81, 81, 7
CMYK: 3, 34, 67, 0
RGB: 192, 80, 62
RGB: 243, 177, 104
WEB: #c14834
WEB: #f3b168
ACCENT COLORS
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brAnd book + stYle guide