Branding for downtown Omaha's tallest residential tower involved delving into the building's history, and maximizing on the unusual- and now rare- architectural shape of its construction.

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Originally built in phases from 1950-1957, the Northern Natural Gas building originally housed the office and showroom introducing  in-home gas use to the midwest. The logomark is a simplified/stylized adaptation of the building's structure.

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Since The Highline was constructed in the International Style of architecture, no longer prevalent in the US, we wanted to highlight the rare exterior star-patterning panel. Mirroring the façade on interior-facing corridors, custom wallpaper serves a twofold purpose: when exiting the elevators, residents are greeted by floor-indicating beacons, with a star backdrop that zooms in as floors become increasingly higher/closer to the sky.

 
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Star patterning adaptations were given metallic signage treatments throughout the property—and adapted for galvanized metalwork screens,

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Visual elements of the 1950's era informed an icon system developed to assist residential navigation and wayfinding. Iconography was utilized throughout the art package as well, shown here silk-screened onto mirrors in a shared area.

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Since Northern Natural Gas kept a pristine archive of company newsletters, they graciously shared original imagery with the redevelopment team. In the initial weeks following lease-up, community tours were given, and a woman who worked in the building in the early 60's spotted herself in this piece on the 15th floor:

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ROLES

brand development  |  art direction  |  copywriting  |  web design

 

LINKS

Developer  |  Architect  |  Leasing    Steel Fabrication