Uplands Logo Presentation

Uplands Logo and Palette Expression Presentation PRESENTED TO WESTMINSTER OC // AUGUST 28, 2019

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

Our Assignment

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Today

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Present Uplands Logo options and expression palette.

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Develop a simple guidelines document deďŹ ning the usage parameters for all logo variations.

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

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What if you knew your neighbors better?

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What if a good cup of coffee with a good friend was only a walk away?

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

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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 Uplands adds to the quality of life for all.

Community

The City

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➔ Let’s assure Council Members and ➔ Let’s create advocates, Locals and Planners that the City is growing in the Business Owners, who see the potential in right way, using placemaking best a vibrant new addition to their practices and an inspired mixed-use community. A place that adds to the model that aligns with their goals. richness of experiences, connecting the old and the new, and weaving Westminster together.

Partners

➔ Let’s enlist visionary Home Builders and Entrepreneurs looking for an opportunity to showcase their best urban home designs and market their goods – from farm-to-table food to third-wave coffee.

Future Residents

➔ Finally, let’s share our story with Gen-Xers, Baby Boomers and Millennials who value homes with character, neighborhoods with places to go and experiences that deepen their quality of life. Offering a new “Denver-esque” choice and a distinct new address that they help co-create.

The Uplands Brand

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Uplands Brand

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A community of pocket neighborhoods.

Continuous and distinct. A fresh new pattern weaving Westminster together.

New vintage. Small-town layers. Refreshed.

Place making and place keeping.

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Uplands Brand

THE NAME

Uplands is descriptive of the topography, with views from the top. It feels established like an old Denver neighborhood. And it exudes a quiet confidence, elegant in its simplicity.

LOCATION

Convenient to parks, recreation and Westminster Station’s B-Line, it’s the new central. As the community evolves, a new mix of shops and restaurants will make Uplands a smart new basecamp for the adventure called Colorado.

PATTERN

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“Pocket neighborhoods provide the basis for a sense of belonging and meaning: small-scale communities in a large-scale world.” - Ross Chapin An inspired solution to a non-contiguous model, pocket neighborhoods create continuity, with a finer grain of community and a deeper meaning of home.

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Uplands Brand

ARCHITECTURE

A little then and a little now. Classic style humming with modern energy. Designed to maximize living through smart, efficient use of space.

AMENITIES

Onsite: places to gather – indoors and out – with good food, fresh coffee, craft beer and shopping. A wellness program, pool and trails ensure this new flavorful life is balanced with an active one.

LIFESTYLE

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Experiences both new and old are everywhere. Just around the corner, a short walk away, and in your own pocket neighborhood.

May your social life be rich and your freetime fulfilling.

Image Placeholder

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Evolved Brand Pyramid Future Resident Audience

BRAND PROMISE

A new favorite Denver neighborhood.

CORE BENEFITS

A new in-town choice Connectivity A place for all Sustainable economic growth

POINTS OF DIFFERENCE

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New new urbanism • Big views Prime location • Multimodal transportation

GUIDING PRINCIPLES

Connect Westminster • Share the views • Spaces for all • Create home

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Logo & Expression Palette

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Strike a balance between history and prophecy, old and new, vintage and contemporary.

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Reect the values of the community, demonstrate professionalism and integrity.

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Elevate human connection, celebrate connectivity in all forms wherever possible.

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Project an artful and inviting place you’d want to live … or live next to

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Concept 1

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Concept 1

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Concept 2

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Concept 2

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Concept 3

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Concept 3

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Concept 4

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Concept 4

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Concept 5

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Concept 5

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Concept 6

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Concept 6

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Logo Summary

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