Creative Direction / Art Direction / Brand Identity / Marketing
2100 L Street is a unique commercial office building in the heart of Washington D.C. The building combines natural, biophilic design with sustainable architecture to create an enhanced and inviting environment that allows businesses to find their unique element and thrive. The property's distinguishing feature is the exterior facade called the veil, designed by renowned artist Jan Hendrix.
Our challenge was to promote and lease the lower levels considered the least desirable. We branded these floors "The Gallery Floors," adjacent to the private art gallery in the lobby. We created a brand identity that pushed the "find your element" narrative with a fully integrated campaign from branding, website design, email marketing, direct mail promotions, an onsite marketing center and print communications.
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