The Bell & Palmer
Today 01
Present logo design options and initial brand framework
Next 02
Final brand framework, creative expression and palette
Project Overview
The front door on Zuni is more active with more connections to the community. Shared amenities and retail/restaurant will be on the ďŹ rst oor of this building. Approximately 75 total residences.
Smaller building on the residential street is a little quieter. 49-50 total residences. More townhome and residential in tone. More sophisticated. Ground level living. Not a townhome, but approached that way. Loft feel with 15-foot ceilings.
Public coffee shop and hotel-like lobby with seating, workplaces and leasing office
First floor corner restaurant
Fitness center
Second floor private courtyard; residences will have walk-out access
Breakouts/ bump-outs: sitting areas that bring natural light into the hallways
Third floor indoor/outdoor rooftop deck with bar, TVs and a variety of spaces – perfect for events and reservable for private parties
1:1 underground parking
Smaller building has an amenity space that opens on to the courtyard with grilling area
Carpe diem. (Even if it’s a Tuesday.) LoHi is lifestyle goals. It’s the neighborhood that pops up constantly in our audience’s Instagram feed. And on their own calendars. From morning kombuchas at American Cultures to Friday night sliders and IPAs at Recess. So the idea of walking from home to their favorite hangouts sounds pretty perfect … but pricey. These younger, millennial professionals worry that even if they can find a decent apartment in LoHi, they can’t afford it. A secondary audience is older, maybe divorced, with visiting kids. Or empty nesters freshly sprung from their 3,000-square-foot lifestyle. Some split their time between Denver and another city. What they all share in common, though, is a spirit of engagement. Cultural curiosity. Hunger for everything new, awesome and LoHi. A preference for a big, full life instead of a big, full apartment.
__ THE KASSERMAN 2680 18th St
__ ALEXAN LOHI 3215 Tejon St
__ LINE 28 AT LOHI 1560 Boulder St
__ CENTRIC LOHI BY WINDSOR 2525 18th St
__ 2828 ZUNI APARTMENTS 2828 Zuni St
__ LOHI GOLD APARTMENTS 2424 W Caithness Pl
Brand Framework
“People want to experience all that life has to offer.” “Both millennials and every other generation are opting out of accumulating stuff and exploring experiences instead … because it makes them happy. And they aren’t wrong—studies have found that spending money on experiences brings more lasting joy than spending money on things. Experiences are also more shareable, which is important to younger generations. It’s easier and more effective to share pictures and stories from a hike or cooking class than it is to show pictures of a new TV you just bought.” —Blake Morgan, Forbes, January 2019
What are the building blocks that distinguish the Bell & Palmer?
All the conveniences of new construction—with an aesthetic and quality that feel true to LoHi.
Pick from two buildings. One quieter and more residential. The other, more connected to street life.
A surprisingly attainable option for living (even without roommates) in LoHi.
See your neighbors, know your neighbors. Two buildings with only 114 units create an intimate sense of community.
Here comes the sun, thanks to innovative building shapes, tall windows and outdoor spaces.
Get social in the public-friendly lobby, coffee shop and boutiques, plus courtyard, rooftop, fitness center and more.
Denver’s trendiest bars and restaurants are all around. Including a coffee shop and restaurant in your very own building.
What does Bell & Palmer deliver to its residents? Efficient, sunny and open. Space exactly where you want it. Smart apartment design syncs up with how (and where) you want to live.
Quiet side street meets urban playground. Public place meets private space. A lifestyle that flexes with your personal ebb and flow.
The chance to live stylishly within one of Denver’s most coveted neighborhoods.
Brand Story
This is a story about getting exactly what you want. Which isn’t how life works, usually. Trade-offs happen. Wish lists take a turn for the ... practical. Maybe it’s all designed to build character, but then again, maybe you’re more interested in other kinds of character. Like Victorian homes living next to sleek, modern buildings. Century-old oak trees. Third-generation families chatting over the fence with newbies from Austin. People walking, scootering and biking their way to art shows, cocktails on rooftop bars and organic beets at the farmer’s market. Or across the bridge to the greenspaces of Commons Park, Union Station, and every flavor of museum and sporting event. This is a story about living in an urban neighborhood that feels residential. Not gritty like downtown, yet there’s texture you can’t find in the suburbs. LoHi gives you timeless urban character. But would it be too much to ask for off-street parking and decent water pressure too?
If LoHi is where your heart is, good news. The rest of you is about to follow. Introducing the Bell & Palmer. The yin to your LoHi yang. The sweet spot between your urban adventures. And sometimes, the source of them. Not only does the Bell & Palmer welcome you home, but to your favorite coffee shop. Coworking space. Cool boutiques. Chill-with-the-neighbors courtyard, rooftop and lounge. Because the Bell & Palmer is all that … and less. Because, well, downtime. Get away from it all in sunny retreats available in studio, 1- and 2-bedrooms; 25 different floor plans; and two unique buildings. Choose the Bell, and you’ll live above shops, a restaurant and your morning latte. (Urban buzz, literally, just a floor or two away.) Or opt for the Palmer—a quieter vibe, but just around the corner from everything happening at the Bell. Both intimate in size. Social when you want it. Brand-new and beautiful, tucked conveniently into your favorite 19th-century neighborhood.
& tree-lined streets
millennial-lined sidewalks
& dive bars
cat cafes
& fomo (Fear of Missing Out)
jomo (Joy of Missing Out)
The everything life At the Bell & Palmer, your choice isn’t one thing or the other. It’s one thing & the other. Living exactly where you want. In ways you maybe thought you couldn’t.
Brand Messages
A primer of on-brand language for the Bell & Palmer
A little now, a little then. Classic style humming with modern energy. That’s the spirit of the Bell & Palmer, named for two innovative land planners who transformed the LoHi neighborhood back in 1874. Modern, but inspired by the scale, brick and columns of historic LoHi buildings. High-quality, natural materials with timeless, sophisticated design that honors the neighborhood’s Italian heritage. Designed to maximize sunlight and smart, efficient living. Unique finishes, high-end appliances and 25 floor plans to choose from.
Onsite: good food, coffee, shopping, indoor/outdoor gathering spaces, parking, plus a fitness center to offset your new, very flavorful lifestyle. It’s all about the experiences. Walk to them—they’re all around. Or find them right where you are. Because socializing is always an option. Either in your own building or just around the corner. Two buildings, steps away from each other, on a tree-lined, residential block in LoHi. Surrounded by some of the city’s favorite bars, restaurants, shops and galleries.
Crafting the Identity Our brand identity and beacon for the experience
The Bell & Palmer The Bell // The Palmer
A little now, a little then. This is the Highland, loved for history, character and best-of-now experiences. Named for two 19th century land planners whose innovation transformed the neighborhood. Where timeless architecture meets the energy of today with a cafĂŠ, restaurant and smart living spaces. The way you want to live, steeped in the character of the Highland.
The Highland Park (Scottish Village) Historic District is the only fragment left of Denver's unique example of a High Victorian romantic suburb. It was laid out in 1874 on the rolling bluffs northwest of Denver City and the Platte Valley by Dr. William A. Bell and General William Jackson Palmer who named their experimental suburb Highland Park. Originally, Highland Park was the largest holding in the Highlands, running diagonally across section 29 from Zuni to Lowell between West 26th and West 38th avenues. Now, the only part of Highland Park to remain intact is the small, roughly triangular shaped piece of land bounded by West 32nd Avenue on the north, Zuni Street on the east, Dunkeld Place on the south and Clay Street on the west.
A few guardrails as we go forward. +
Communications should refer to the apartments as the Bell & Palmer. Only use individual names, The Bell and The Palmer, to make distinctions between buildings — for example, for deliveries and when renters are selecting their unit.
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Strike a balance between sophistication and playfulness.
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The history behind the Bell & Palmer name stays at the level of backstory. Like LoHi and the apartments themselves, the name evokes “past and prophecy” — a timeless, fresh approach to living.
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Find creative ways to promote the Bell & Palmer as more than apartments. It’s a gathering place. Part of the collective energy. For example, start a neighborhood book club in the lobby. Display the work of local artists in the restaurant.
With one brand and two distinct apartment buildings, a little extra clarity is in order. +
“Bell & Palmer” will serve as the project’s primary identity, as seen on the website, and in collateral and advertising.
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For straightforward navigation, each building will have its own identity — “The Bell” and “The Palmer.” For example, on The Bell’s signage and door graphics, “The Bell” takes precedence. “Bell and Palmer” becomes a secondary identifier.
Logo Designs
Logo Concept A Concept 01
Logo Concept A Concept 01
Logo Concept B
Logo Concept B
Logo Concept C Concept 01
Logo Concept C Concept 01
Logo Concept D
Logo Concept D
Logo Concept E Concept 01
Logo Concept E Concept 01
Logo Concept FConcept 01
Logo Concept FConcept 01
Logo Concepts Summary
A
B
C
D
E
F