The Scott Apartments
Standing wise and distinguished compared to much of the modern developments around it and the adjacent Colorado State University, The Scott Apartments building is a local landmark in Fort Collin’s, Colorado. In April 2022, the National Park Service recognized it as a fine example of the early 20th century apartment house and officially listed The Scott Apartments on The National Register of Historic Places.
In continuous service since its construction in 1924, the owners initiated a complete renovation of the building in 2022 to prepare it for its second century of service. As part of the modernization, they hired Clark Peak Design to establish a brand and identity for the property.
Along with a brand that fit the personality of the building, we helped Levinger Properties develop a website to showcase the renovation to the community and potential tenants.
Services Provided
Identity and Logo Development
Brand Positioning
Brand Attributes
Category Analysis
Competition Analysis
Visual Element Development
Corporate Typeface Selection
Color Palette Development
Brand Guidelines
Photography Art Direction
Website Design
Squarespace Website Development
Brand Category
Long Lasting · Utilitarian · Proud · Hard Working Conservation · Post War
Brand Promises
Historic · Preservation · Modern Convenience · CSU Community · Good Neighbor
Brand Research
To start the branding process, we did a deep dive into early twentieth century brick construction and apartment building characteristics at that time. We also did multiple tours of the building during the renovation process to see how the renovation was preserving historical character of the building. We arranged this research into historical and modern categories.
Brand Category identified influences of the era on construction and culture. Brick construction was touted as a proud and enduring building technique, and even a conservation material since it did not require cutting down trees.
We contrasted this with Brand Promises, what the building aspired to be post-renovation and into its next century. These included modern convenience and historical preservation in tandem, as well as continuing to be a proud part of the University community.
With these Categories and Promises established we set out of to create the brand.
Brand Creation
At some point in the years after construction, a small signed was placed above the entrance door at the top of the iconic staircase on College Avenue. We drew inspiration from this sign as we created the brand.
Type Face Exploration 1. Condensed letters, 2. Rounded serifs, 3. Vertical serifs
The Scott Apartments circa 1924 as seen from College Avenue
Typeface Exploration
We determined the type used by the sign maker to be moveable type made of wood. Softer than metal moveable type of later years, these letters eventually developed soft edges. The style of this era was also distinct, simple, serifs that are not very common today. We searched out typefaces that gave a nod to this style of type as we started our work.
Working closely with the building owners, a new identity was designed that draws on the past while giving a updated and modern look.
Updated identity for The Scott Apartments, photo credit Fusebox Studios
Brand Guidelines
With the new Scott Apartments logo set, we continued with defining corporate typefaces, color palette, and photo styles the client would need for consistent use of the brand in the future. The dark green that become central to the brand look has historical significance to the building that the owner wanted to preserve.
To ensure ease of use and consistent application of branding after handoff, we provided detailed Brand Guidelines for quick reference.
Visual Elements Complete the Package
Drawing on our research of the building’s historical significance and nostalgia, we rounded out the brand package with a versatile visual element library for an elevated look with limitless possibilities.
Significant architectural elements of the era, such as Wire Cut Brick, the Double Loaded Corridor, and the architect himself Gustav E Lundborg were used to make a typographic pattern.
The building’s 900 South College address and 1924 Establishment Date serve as standalone visual elements to be used connected to or apart from the logo. Already an icon in the community, we icon-ified the building’s unique west side into a graphic icon visual element for use in small spaces.
Significant aspects of the building’s 1920s construction make a unique typographic pattern and graphic element
Several graphic elements were produced to support the brand
Website Design
With the new brand and identity package established, we next worked with Levinger Properties to establish web presence.
Key goals included:
Highlight the building’s rich history
Showcase the renovation and restoration
Market the apartments as premium and unique
Central to this effort is the site photography that captures the melding of historic characteristics and new comforts that make “The Scott” a truly unique living experience. We selected Fuse Box Studios for photography, working closely with them to identify and capture unique details.
The result is a visually rich website that is the manifestation of the owner’s vision when we set out to create The Scott Apartments brand.
“Throughout the process Clark Peak Design performed services admirably. They communicated well and produced in a timely fashion, all for a reasonable price. Overall, my experience was excellent.”