CASE STUDY
New lifestyle in
Olde Town Arvada
WORK
Trammell Crow
PROJECT
The Russell: Commercial Real Estate Branding
SERVICES
PROVIDED
Brand strategy
Verbal identity
Visual identity
Brand guidelines
Website design
Signage
Digital media
Print collateral
The need
To us, branding buildings is far more than just a name and a logo—it’s creating a meaningful place where people can’t wait to live. That’s why Trammel Crow Company, a developer Heinrich has worked with in the past, came to us to help brand their exciting, new, 252-unit multi-family development in the heart of Olde Town Arvada. Upon starting this project, Trammell Crow knew that because Olde Town Arvada is the key location for the city, they needed to have a strong, relevant brand that tapped into the history and success of this area. They also knew that Heinrich would dig in and discover exactly what would draw their audience to their doors.
What we did
Choosing where you live is a deeply personal decision—and our job is to help make that decision just a little easier. Not just by providing the facts but sharing the emotional essence of a place and the community it creates. To start, Heinrich developed a brand strategy complete with audience personas, a brand promise, pillars, and overarching purpose that would resonate with future tenants. We believe using research, competitive analysis, and strategic insights to develop the brand strategy first, ultimately creates a stronger foundation for the rest of our brand to be built upon. And build, we did.
After confirming our strategy that this development is all about connection, optimism, and enjoying the best of both city and suburban life, the Heinrich team did extensive research around Arvada and Olde Town specifically to find a name that spoke to the rich past of this charming historic city. And we found that by learning about Dr. Richard Russell, Arvada’s premier doctor and first official mayor, who tirelessly pushed to get this townsite incorporated.
Our name, The Russell, pays tribute to his fierce devotion to Arvada coming into its own and Dr. Russell’s diligent work to get the town officially acknowledged. Armed with a solid brand strategy and a name rooted in Arvada’s history, Heinrich created a classic, yet contemporary, verbal and visual identity that beautifully communicated both the rich history of Olde Town Arvada’s past with the exciting energy of its certain future.
The Results
The best thing about working on a placemaking project like The Russell is knowing we’ve helped people find their perfect home in their ideal area. One that is a catalyst for the life they’re searching for and helps them create community in the building and outside their doors.
The Russell did just that. Because living at The Russell is about so much more than just enjoying four walls and roof—it’s about a lifestyle that pulls at your emotions and rewards your sense of self—and we’re proud to say we infused this sentiment into all our creative work for the brand.
