Atrium Campus
My Role:
Strategy | Brand Identity Development | Design
The Atrium Campus is Denver’s newest creative and tech campus.
As the lead strategist and designer on this project, I created a dynamic identity system that celebrates the campus’ rich past, while positioning it as a modern, sophisticated space to do business and enjoy life.
Creative Direction: Joshua Wills
Studio: Consume & Create
One of the buildings on the Atrium Campus was designed by I.M. Pei, the architect that developed the Louvre Pyramid. When it was constructed in 1956, it was Denver’s first high rise and the tallest building west of the Mississippi.
Brand Strategy
To establish the brand framework for the Atrium Campus, I put together a comprehensive brief that included an overview of the buildings’ history, market research, and case studies of other similar projects (ie. Chelsea Market and Pier 70). Using these findings, I developed audience personas as well as the brand’s purpose, values and tone.
Brand Identity
For this system I was inspired by the concept of “building blocks.”
To create a dynamic logo, I placed each letter of “Atrium” in its own block. In secondary expressions, I used these blocks to create logotypes in the shape of each building on campus.
I also leveraged Swiss type and bright colors to give the brand a cutting-edge but approachable feeling.
After I developed the brand identity, it was a team effort to produce the signage and collateral shown below. Contributing designers: Will Johnston and Josh Wills // Pattern: Aaron Ray
