Insight & Discovery
Logo Design
Brand Voice & Messaging
Visual Identity System
Brand Book & Guidelines
Content Direction
Printed Communications
The Allen
A luxury landmark development that bridges timeless design to the rich history of Houston, The Allen takes mixed-used developments to new levels of sophistication, convenience and connectivity to what matters most. With unparalleled views of Downtown and Buffalo Bayou Park, the Allen sits at the intersection of all the best Houston has to offer.
We created The Allen brand to fully reflect its position as a new view for the next generation of live, work and play in Houston.
Strategy
To help The Allen achieve its business objectives, DC Partners tasked us to develop a marketing strategy profile to lay the foundation for all marketing communications. Our challenge was to identify key differentiators and craft unique selling messages that would resonate with potential office tenants, hotel guests, residents, and the greater Houston community. A cohesive look and voice for all branded communications was critical for building a solid brand and image. We developed a brand book that implemented The Allen’s brand position and helped guide all marketing efforts to keep the brand focused and unique.
Visual Identity
The Allen symbol represents the many things that make the development different. The sculptured architecture, connection to the park trails and green space are what make the development unique. The typography is sophisticated yet playful and conveys the modern and active lifestyle found at The Allen. The brand color palette is bold and vibrant. We provided art direction and guidelines for photography and design motifs that enhance The Allen brand and make it more distinctive.
