Case Study · Brand Identity · Denver, CO

The Challenge

Sub-Brand Today.
Standalone Brand Tomorrow.

Grow House needed to feel like a sibling to Trinity Place, sharing DNA with a formal, architectural brand, while still having its own distinct identity, energy, and personality.

That's a hard balance. Too close and it disappears into Trinity. Too far and it feels disconnected from the building it lives in.

We also had to think past the first location. If Grow House expands to a second building, or a fifth, the brand needed to be built on a foundation that could carry that weight. Not a one-off design. A system.

Brand Identity System

Every Mark. Every Color. Every Word.

We built the full identity from scratch: logo system, color palette, typography, voice guidelines, and usage rules. The result is a brand that can walk into any room on its own.

The Logo

The logo system centers on the wordmark GROW HOUSE rendered in Chakra Petch Bold, a blocky, athletic typeface chosen specifically because its letterforms make the trick possible. In Chakra Petch, the G looks like a 5 and the H looks like a 4. That's not a coincidence. It's the whole idea. The O in Grow and the O in House are replaced with 5 and 4, embedding the floor numbers directly into the brand name. The "54" identity mark then works as a standalone badge across physical and digital applications.

The Letterform Trick

The 5 sits above the 4 in the mark because Floor 5 is above Floor 4. The hierarchy is literal.

G→5→

G looks like a 5 in Chakra Petch

H→4→

H looks like a 4 in Chakra Petch

PRIMARY WORDMARK / ON DARK

PRIMARY WORDMARK / ON LIGHT

54 BADGE MARK / ON DARK

54 / THE FLOOR CODE / IDENTITY MARK

Color Palette

The palette was built to feel athletic and urban. Nothing precious, nothing corporate. Growhouse Sage anchors the brand with warmth and distinction. Near Black gives it weight. Denver Rust is the exclamation point, used sparingly, landing hard.

Typography

Three fonts. Each with a job. Chakra Petch for headlines: blocky, athletic, commanding. Barlow Condensed ExtraBold for subheads and labels: utilitarian and clear. Space Mono for body copy and data details: grounded and readable.

Web Design & Development

A Full Site. Built Inside Another Brand.

The Grow House landing page lives at 1801nbroadway.com/growhouse, a fully branded sub-page inside the Trinity Place site. It shares the Trinity header and footer, but the moment you hit the Grow House section, you're in a completely different brand world.

The page was designed and built to convert, optimized for tour request conversions. Sections include About, Memberships, Space Showcase, and a Tour Request form. Every button on the page anchors to the contact form.

Print & Collateral

The Brand in the Real World.

Good brand systems don't stop at the screen. The Grow House identity was designed to work in the physical world from day one.

The retractable banner stand, deployed in the Trinity Place lobby at 1801 N Broadway, was one of the first pieces of print collateral produced. It puts the brand in front of everyone walking through the building: Trinity tenants, visitors, and prospects.

The Long Game

One Location. One System.
Built for Wherever It Goes Next.

This is what separates a brand from a logo.

Grow House launched at Trinity Place. But every decision we made in the brand system — the logo construction, the color palette, the type choices, the "54" floor code concept — was made with expansion in mind.

The "54" isn't arbitrary. It's the address of the brand. Floors 5 and 4 at 1801 N Broadway, embedded directly into the wordmark. That specificity is the point. It roots Grow House in a real place, a real building, a real community.

And because it's a system, not a one-off logo, it's built to carry that same sense of place wherever Grow House goes next. The floor code changes. The brand doesn't.

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