One Friendship Heights
Complete office building rebrand in DC
One Friendship Heights, formerly Chevy Chase Plaza, is a Class A office building in DC’s Friendship Heights neighborhood. We completely reimagined the building’s identity with a new name, logo, and visual system.
The Vision
We started with a visioning session to get a clear sense of the client’s goals and priorities. They wanted the building to feel prestigious, connected, and unlike anything else in the market.
When it came time to rename, we focused on its location in Friendship Heights, a well-known DC neighborhood with quick access to downtown and nearby Maryland suburbs. The name “One Friendship Heights” made sense on multiple levels. It’s the first building you see when entering Friendship Heights, its address number is 5301, and it captures the upscale feel that appeals to tenants looking for a standout workplace.
After several rounds of discussion and feedback, my logo and overall brand direction were chosen, and I became senior designer for the project.
VISION SESSION
LOGO SKETCHES
EXPLORATIONThe Brand
To ensure consistency and longevity, I created a full visual identity and brand guide covering story, messaging, visual identity, and applications.
A bold color palette was chosen to modernize the elegance of the logo and stand out among competing properties. The “O” in the logo also doubled as a framing device for various print and digital uses.
“The new branding and identity system features a bold, sophisticated mark that merges modern minimalism with timeless prestige, reflecting the highclass professionalism and allure of One Friendship Heights.”
FINAL LOGOSBRAND GUIDELINESLeasing Brochure
The Implementation
Print and digital brochures designed for broker tours, the website, and promotional emails.
Email Campaign
Bi-weekly marketing emails showcased building highlights and linked to the digital brochure.
Targeted Ads
Distributed via RealtyAds to build awareness and drive engagement to the website.
Launch Gift with Custom Wrapping
A high-end speaker featuring the One Friendship Heights logo was gifted to select brokers in the community to announce the launch of the new identity. To accompany the gift, custom wrapping paper featuring the logo was developed.
Website
A new web presence was built to feature building highlights, availabilities, and neighborhood info. Custom CSS styling and SEO optimization ensured a polished and effective site.
