The National Dallas
Challenge:
The historic 52-story skyscaper was undergoing a 450 million dollar rehabilitation. Bringing the mid-century beacon back to its original beauty and elegance was a gargantuan effort. A new brand was needed to communicate the vision of the project.
Opportunity:
The brand drew its inspriation from the historic textures and details of the building. Color, pattern, and typography came from findings during site visits and historic research. The result is a refined, but playful brand matching The National's historic legacy and new elevated experience.
Designed in collaboration with Switch Design of Dallas, TX.