Aspen Grove is a 50+ tenant retail and restaurant center in Littleton, Colorado — a neighborhood institution with over 20 years of community equity. Uncomn was brought in to evolve the brand: modernize it enough to attract contemporary experiential tenants without erasing the recognition that loyal longtime customers had built up over two decades.

Challenge

A brand that's been around for 20 years has real value — and real inertia. The tenant mix needed to move toward boutique fitness, artisan food and beverage, and experiential retail. The customer base spanned generations — young professionals, families, empty nesters — and the brand had to speak credibly to all of them without feeling scattered.

Solution

Uncomn refreshed the logo with a cleaned-up tree icon and simplified wordmark, preserving the equity in the existing mark while giving it the polish it needed. A neutral base palette warmed by cranberry, dark teal, and marigold yellow brought Colorado character without leaning into cliché. Updated typography balanced heritage with a more relaxed, contemporary sensibility. Leasing collateral led with Colorado lifestyle photography before presenting tenant details — speaking to the emotional reasons a retailer would want to be part of the community, not just the square footage. Custom illustrations added a handcrafted graphic layer across formats. Within the first year, Aspen Grove signed five new contemporary tenants — boutique fitness, artisan ice creameries, and more — while retaining its loyal existing customer base.