Uplands Brand DNA and Naming

Oread Westminster Initial Brand DNA & Naming PRESENTED TO WESTMINSTER OC // JULY 8, 2019

604 WEST 6TH AVE. // DENVER, CO 80204 // 303-407-1976 // STRADAMADE.COM

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What if you could be part of Westminster’s new energy?

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What if you had views that reminded you daily, why you live in Denver ‌ and Colorado?

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What if your commute was an easy train ride into downtown?

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And what if the mountains felt a little closer?

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What if natural beauty was right outside your door?

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And adventure was just a short walk or bike ride away?

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What if you could live in a new neighborhood that had the personality of an old neighborhood?

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And what if you knew your neighbors better?

Like, a lot better?

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What if the home you wanted was a home you could afford, in a place you wanted to be?

Our Assignment

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Today

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Present initial brand framework and naming recommendations

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Entitlement website design

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Audiences

Our audience wants to know that Westminster is growing in the right way.

That value is being added. And that development adds to quality of life for all.

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The Community

The City

Partners

Future Residents

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Objective

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We want to create an exceptional place that aligns with the goals of the City, our neighbors and other key stakeholders. We want to optimize Westminster’s investments in schools, parks, recreation, and economic opportunity. And above all, we want to make it clear that our vision for this significant land is far more than just another development. It’s a legacy. One that makes the most of this high ground through purposeful design and meaningful community connections that will return lasting value for the people of Westminster.

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Big Idea

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The plan is based on some of the best ideas about placemaking, as described in Ross Chapin’s book: Pocket Neighborhoods. It’s about creating human-scaled, human-centric places. One-of-a-kind places, with a look and feel of their own.

We’re not attempting to recreate what’s been done before. We’re learning from these models and evolving these ideas in a uniquely Colorado way. We’re expressing a distinct sense of place with a refreshing variety of architecture, with pollinator-friendly landscapes and maintenance-free front yards, with creative public spaces, and with carefully preserved view corridors that remind us every day why we love living in Colorado.

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“Pocket neighborhoods provide the basis for a sense of belonging and meaning: small-scale communities in a large-scale world.�

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Ross Chapin

Brand framework DYNAMICS, PRINCIPLES, POINTS OF DIFFERENCE, BENEFITS & PROMISE

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Brand Dynamics

Cohesive Good Design New Intimate Small Scale

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City

Distinct Attainable Old Social Big Views Mountains

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KEY POINTS OF DIFFERENCE

New new urbanism Big views Prime location

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Multimodal transportation

Key Points of Difference

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New new urbanism

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This is the newest thinking in new urbanism, with a finer grain of planning. A community of pocket neighborhoods crafted around a variety of beautiful landscapes, streetscapes, and common areas. Woven together with trails, parks and creative “found” spaces. And a diverse yet timeless offering of homes, many of which will be attainably priced. It’s an inclusive place with the character of an old neighborhood and yet it lives like new.

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Big views

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There’s value in elevation. And we’ll do our best to enhance and share our hilltop position, with preserved view corridors, staggered structure height and homes with rooftop decks that provide an extraordinary perspective, not to mention better sunsets.

Prime location We’re in the sweet spot between Interlocken and downtown Denver, with easy access to Westminster Station’s B-line. The location is ideal for those seeking both the city’s culture and Colorado’s adventure.

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Multimodal transportation By design, our community promotes walking and biking. We’re also committed to promoting multimodal alternatives that reduce reliance on cars. Minimizing the impact on infrastructure while reducing congestion and pollution. A mobility hub with cycle and scooter stations, and Uber and Lyft pickup/dropoff gets people to the train and optimizes the use of public transit.

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CORE BENEFITS

A new in-town choice Connectivity A place to belong

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Sustainable economic growth

Core Benefits

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A new in-town choice

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By bringing a carefully crafted neighborhood to an established part of town, we’re diversifying and renewing Westminster’s lifestyle choices. Breathing fresh new life into the whole area.

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Connectivity

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The organic nature of the plan weaves new connective threads through the fabric of the existing community. Linking neighborhoods to parks, schools and businesses, and people to each other.

A place to belong This is an open, inclusive and inviting place that embodies the very idea of community. A benefit for the City that brings people together with shared destinations and amenities.

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Sustainable economic growth We are a complement to the vision of Downtown Westminster and Westminster Station – creating more demand for new regional retail and helping boost the Westminster economy.

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BRAND PROMISE

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A more vibrant and healthy Westminster.

Brand Pyramid 22

BRAND PROMISE

A more vibrant and healthy Westminster

CORE BENEFITS

A new in-town choice Connectivity A place to belong Sustainable economic growth

POINTS OF DIFFERENCE

New new urbanism • Big views Prime location • Multimodal transportation

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GUIDING PRINCIPLES

Connect Westminster • Share the views • Gather together • Create home

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A Day in the Life

I go out to get the mail and, well, one thing leads to another.

I open the front door to a beautiful Colorado evening. My dog, Kevin, a rescue Golden, bounds out ahead of me, across the front porch and down the street. Going to get the mail is his favorite thing … along with going to the dog park, going on car rides and … any sentence with the word “going” in it.

Kevin has already taken a detour up Dean’s walkway. His wife Kylie is waving me over too.

Dean puts a cold IPA in my hand, Kevin melts into sheer ecstasy under a frenzy of belly rubs.

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Soon enough we get a group text from a friend up the street that says simply, “Sunset. Roof. Now.”

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A Day in the Life

We take a shortcut past an amazing sculpture dancing in the breeze. Some old guys are playing bocce, a family is throwing horseshoes and I’m reminded why this is my favorite place in the neighborhood … people outside, having fun, with other people.

We show ourselves into Josh’s house and climb four stories to the roof where we find Josh, his wife Jean and their kids.

Our attention is drawn to the west where the sun paints the clouds a million different shades of beautiful. Silence falls over the crowd and one by one we let go of whatever we might have been worried about earlier in the day.

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To the east, stars begin to wash over the sky. To the south, the city skyline sparkles. Then someone remembers our favorite food truck, Tony’s Tacos, is at the beer garden tonight.

The sound of windchimes fills the air as we follow a pathway past benches, hammocks, flower gardens and proud porches lining the park.

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A Day in the Life

At the beer garden kids are playing cornhole while their parents sit around a firepit. We run into more neighbors in the taco line who had the same tasty idea.

We devour the tacos in the company of friends near the firepit, which feels good as the air begins to cool. I didn’t think I’d need a jacket since I only went out to get the mail.

Someone invites Dean and me to play cornhole and we kind of lose track of time. It tends to fly by when you’re throwing things into things. With friends.

It’s getting late and Kevin is restless. We say our goodbyes, head out under the moonlight and decide to take a walk by the park.

When we finally get home, we’re both happy and tired. And as Kevin curls up in his bed and I climb into mine it occurs to me …

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I forgot to get the mail.

In search of a name 9 NAMING CONSIDERATIONS WITH RATIONALE

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Naming Considerations

A good name is grounded in something real. It fits comfortably and wears well over time. It rolls off the tongue without a hint of self-consciousness, as in, “I live in ______________________.”

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It doesn’t put on airs. It gets along well with its neighbors. It looks good on a hat or t-shirt. Or a map. Above all, it just makes sense.

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Does it feel like a new favorite Denver neighborhood?

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Montfair

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Montfair

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Suggestive of beautiful mountain views and festive celebrations that bring people together.

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Upland

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Upland

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It’s descriptive of our topography, with views from the top.

It feels established like an old Denver neighborhood.

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Sentinel

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Sentinel

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DeďŹ ned as standing tall, from an elevated vantage point.

With a commanding view of the landscape.

A secular nod to the iconic Westminster Castle tower.

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Wildrose

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Wildrose This is a name that has a certain spirit.

It feels connected to the history and connected to nature.

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A related option: Rosewood.

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Meanders

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Meanders The art and enjoyment of walking a winding trail.

Not so much to get from point A to B as to wander through a

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constantly changing landscape.

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Westcut

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Westcut

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Geographically connected to Denver as in “just northwest.”

With a subtle tip of the hat to Westminster.

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The Paseos

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The Paseos

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Spanish for pathway, it’s a nod to our community’s connectivity and walkability. And it speaks to the many pieces that make up the whole.

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Bluebird

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Bluebird

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A native and iconic bird, it’s a celebration of our parks and gardens and our bird’s-eye vantage point.

In Colorado, a “bluebird day” is the best possible day of skiing – fresh snow, cloudless skies and good friends.

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Collina

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Collina

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Italian for hill, it’s a reference to our unique elevation.

And it has a nice ring to it.

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Naming Summary

Montfair*

Wildrose

The Paseos

Upland*

Meanders

Bluebird*

Sentinel

Westcut

Collina*