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.
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.
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.
Star patterning adaptations were given metallic signage treatments throughout the property—and adapted for galvanized metalwork screens,
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.
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:
brand development | art direction | copywriting | web design