The VIEW OF DC OBSERVATION DECK

CASE STUDY

PROJECT BRIEF

The View of DC is the tallest observation deck in Washington DC. It looks out over the entire DC and Arlington area. It’s a modern experience where visitors can see 360 degree panoramic view of the city’s monuments, famous landmarks and natural beauty. It’s a two story, 1200 square foot space with floor to ceiling glass that gets away from stale concrete viewing platforms where you can just see out of a 50 cent telescope.

CHALLENGE

Originally known as The Observation Deck at CEB Tower that offered stunning views with a premium experience bud didn’t have a sense of place and wasn’t recognizable. We had to help with rebranding to have it be able to resonate with audiences locally, nationally, and internationally.

GOALS

• Clarify and strengthen the brand
• Help resonate with locals and tourists
• Show that it’s NOT a small viewing platform.
• Create a sense of place
• Incorporate ties to DC
• Not associated with the building
• Avoid looking like a museum

SCOPE

Brand Strategy

Brand & Identity Design

Environmental Design

Brand Activation

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BRAND STRATEGY

Getting to the Core

We sat down with the GM & Director of Marketing, and over a few meetings, we brought to the surface the challenges they faced, discovered the core attributes of the brand, developed their goals and objectives, and focused in on who their target audience is. This became the foundation for the branding and marketing strategy for the new identity.

Understanding The Audience

The logo and brand had to speak to a variety of different visitors. We discovered who these people are and gave them names and backgrounds that the branding process would speak to.

DEFINING THE BRAND

Throughout the strategy session, we went through a series of exercises and were able to extract and refine the key pillars of the brand. This defined the brand’s personality; how it should look, sound, and act. We came up with core words that reflect those attributes.

 

Brand Attributes

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 WASHINGTON’S HANDWRITING

The logo development process took a fun and unique approach for this project. We were inspired by the unique handwriting from speeches and letters of George Washington. We found instances where he wrote “View” several times in his 1782 Inaugural address with other examples found from where he wrote from his estate at Mount Vernon. With a study on multiple letters and examples from different studies on how his pen was used, we were able to put together a way to express a unique handwritten wordmark that has deep roots and connects Washington DC to The View of DC Observation Deck with the Nation’s history.

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