Chalk Hill Brand Identity

When approaching this project, our team dug into three areas – the building’s geographical setting, its luxurious feel, and a youthful target audience.
Uptown Dallas’ geology consists of Austin chalk, clay, and loam. Loam is a mixture of clay, sand, and silt creating a rich soil that is good for water retention, air circulation, drainage and fertility. This brought us to use concepts such as roots, growth, and cultivation in Chalk Hill’s brand. These concepts were critical to presenting Chalk Hill as a place to work and flourish. And the building’s amenities – a health and wellness program, a coffee café, a rooftop restaurant, an outdoor amphitheater, and access to the Katy Trail – made it easy to drive that message.
We chose a desaturated green color palette with copper metallic accents to present an elevated look that would speak to our target market and tie in our conceptual. We created a simple elegant logo to play off the story of Austin Chalk and use de-bossing throughout all brand collateral to add an air of quiet professionalism. We paired fonts that marry luxury and softness and selected warm stock photography that would speak to our targeted small firms’ eagerness to connect and grow. Lastly, incorporating organic textures like limestone and driftwood that not only further the brand, but are reflective of the building’s surroundings and site.