One Friendship Heights

Complete office building rebrand in DC

One Friendship Heights, formerly Chevy Chase Plaza, is a Class A office building located in DC’s Friendship Heights neighborhood. Our team was responsible for creating a new name and identity system. This included developing a series of marketing emails, branded gifts, a print brochure, targeted ads, and a fully optimized web presence.

The Vision

Our team worked with the owners of 5301 Wisconsin Ave, previously known as Chevy Chase Plaza, on a full rebrand .The process started with an in-depth visioning session to establish desired look and feel.

We pushed to emphasize the building’s location in Friendship Heights, a well-known DC neighborhood with easy access to downtown and the surrounding Maryland suburbs. The name One Friendship Heights worked on two levels: it was the first building you saw when you entered Friendship Heights, and the building number was 5301. It also communicated the prestige that appealed to the target office tenants looking for a one-of-a-kind destination workplace.

After several rounds of conversation and feedback from the client, my logo and strategy was selected as the final direction and I was made senior designer for all materials in the project.

VISSION SESSION

LOGO SKETCHES

EXPLORATION

The Brand

To pair with the logos, a bold, eye-catching color palette was chosen. These colors helped to modernize the elegance of the logo, and stood out among the surrounding commercial real estate properties. The O within the logo could also be used as a framing device, suitable for a variety of marketing campaigns.

To ensure continued success and longevity, a comprehensive brand guideline was established. Sections include brand story, messaging & strategy, visual identity, and brand applications.

“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.”

— BRAND IDENTITY GUIDELINES