NOVEL RiNo
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Develop a competitive brand identity and campaign for a multifamily development in the edgy and sought after RiNo district of Denver, Colorado.
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This master plan is being developed alongside a light rail transit line and aspires to serve as a new entertainment district, but without a current anchor onsite and an unfamiliar new name, it struggles to capture attention.
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More than just a brand identity, we created a manifesto that leans into the very definition of edgy.
TAGLINE
On the edge of unexpected.
TONE
Edgy – Expressive – Inclusive – Engaging – Contemporary
BRAND NARRATIVE
With joyous abandon of labels and a gut for all things original, we are NOVEL RiNo. We are an uncategorized soundtrack, an indispensable style and a mark that can’t be removed. We are a shared home for culture and vision, noticeably two halves of dreaming and planning. We are around the corner, just down the street and a little bit thataways. We are coloring outside the lines and flourishing on the fringes with an open welcome mat. We are roll when they say rock and all parts attitude, with full-speed-ahead freedom and inimitable expression. Under one house, we are NOVEL RiNo.
