Aspen Grove
Multifamily Real Estate
Services
Brand Identity Design
Collateral Design
Uncomn Projects partnered with Aspen Grove, a 50+ tenant retail center in Littleton CO, to implement subtle but impactful brand identity and collateral updates designed to attract more contemporary experiential retail and restaurant tenants.
CHALLENGE
Having existed for over 20 years, Aspen Grove needed a brand evolution that maintained existing equity while giving off a younger, more vibrant aesthetic. The goal was to appeal to loyal longtime customers and new retailers and restaurants that would take the tenant mix in a more experiential direction. Careful design considerations were necessary to walk this line.
INSIGHTS
Research showed an opportunity to blend classic Aspen Grove brand recognition with contemporary styling cues inspired by high-end fashion and inviting community spaces. The target customer demographic spanned ages, from young professionals to families to empty nesters, so messaging had to have broad resonance. There was room to inject more lifestyle-focused retail content while still incorporating important leasing details.
SOLUTION
Uncomn’s refreshed brand identity employs a neutral color palette warmed by pops of cranberry, dark teal and marigold yellow, nodding to the center’s Colorado surroundings. Typography options balance Aspen Grove’s heritage with a more relaxed sensibility. Photos feature a diverse range of customers intergenerational customers enjoying dining and leisure activities.
The new primary logo features an updated tree icon and clean lines, retaining brand equity.
Leasing collateral leads with experiential retail lifestyle shots before diving into details, speaking uniquely to both types of audiences. Original custom illustrations act as graphic complements across formats. With an invigorated look and feel that appeals across generations, Aspen Grove inked leases with 5 new contemporary tenants within the first year – from boutique fitness to artisan ice creameries – while preserving loyalty among longtime shoppers. Uncomn’s brand freshening strategies executed thoughtful evolution for this neighborhood institution, preparing it to thrive for the next 20 years.
Creative
Reviving Heritage with Vibrancy
A brand identity refresh required careful balance for a neighborhood institution like Aspen Grove. Cleaning up existing logo iconography and introducing rich accent colors injects vibrancy while a simplified wordmark retains equity. Neutral backgrounds allow bursts of cranberry, olive and dandelion to shine. Modernized typography speaks to younger demographics without alienating loyal customers. The updated identity retains critical nostalgic recognition while breathing new life into 20-year heritage – welcoming Aspen Grove to the next era with style.
Transforming
Tenant Collateral
Strategic design updates to Aspen Grove’s leasing collateral blends crucial tenant data with vibrant Colorado lifestyle photography, speaking uniquely to loyal customers and potential contemporary retailers alike. Infusing information with inspiration sets the stage for long-term growth.
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