1801 Pennsylvania NW is a boutique office building undergoing a physical transformation to become a more open and collaborative work environment. D*MNGOOD was engaged to reposition the property to match this transformation. The resulting brand look and feel is elegant, airy and incorporates a high level of design. Centered around the brand premise, “where work meets lifestyle,” the name was also shortened to 1801 Penn to give it a more contemporary feel. The visual identity features a new mark incorporating the building’s numerals into a perfectly aligned symbol, emphasizing the feeling of luxury. A color palette of gray, yellow and teal is corporate but unexpected. The mark’s flexibility is central to the experience – it can be used as a standalone and also to join graphic elements – further reinforcing that 1801 Penn is the place where work “meets” lifestyle. Colorized photography, custom icons and a messaging platform are incorporated into an onsite marketing center, digital leasing tool and full brand standards.