Brave New Day

There’s a buzz brewing in downtown Stamford—a place boasting a burgeoning blend of qualities both urban and suburban, with an energetic quietude providing a personal sanctuary with an immediate connection to the City. With only a 7-minute walk to Stamford Station, the property would be situated only two blocks from Stamford Town Center, with its myriad of shops and restaurants. Two 25-story towers would connect with a revamped historic Post Office—to be converted into food/drink hall, shops, or a TV production facility.

We called for the brand to be positioned as a sophisticated, urban alternative to living in Manhattan, with its elevated, cosmopolitan, urban and elegant appeal. The brand needed to express the vitality, energy, and personality of the downtown Stamford vibe as an energetic enhancement of life in the building. We strove to craft a broad message that would appeal to more than just an audience of millennials, speaking to the premium quality of architecture and finishes, both in community spaces as well as in units, calling out the expansive views from the rooftop deck and the several quaint, private spaces, as well as the various high-end amenities throughout the building.

The look and feel of the brand focuses on Atlantic Station proudly proclaiming what it is—a premium building and location that are both top of the line and energetic without feeling inaccessible. The brand’s visuals use clean, refined typography at the core, with pattern and vibrant color contrast to reinforce this base expression.

The resulting brand language maintains an elevated sense of sophistication and urban style throughout. In the use of shimmering foil, deep blues and references to the glass facade of the structure, the brand alludes to the vibrant, energetic, urban qualities of the neighborhood. We made sure to keep all aspects of the brand clean and confident in form, with a simple, contemporary expression.

The brand launch came in a threefold approach, combining an on-site converted construction trailer as a temporary leasing office with signage and a teaser website—all coordinated to give prospects a smooth and elegantly refined experience at all touchpoints.

Once the full leasing and marketing push was in full force, the brand took on further life with the website, marketing collateral, and fresh signage. Through all touchpoints we kept the brand central and confidently connected, emphasizing the premium aspects of the property with the quietly stylish, upscale, and cool character of Stamford.