Skip to content
Trinity Place: Case Study | Ninth Degree
Case Study · Real Estate · Denver, CO

Trinity
Place1801 Broadway

"A building with 40 years of Denver history didn't need a rebrand. It needed someone to finally tell its story."

A 17-story recently renovated tower at the corner of 18th and Broadway, built in 1981, surrounded by the city's most iconic amenities, and virtually invisible online. We changed that.

Client
Trinity Place
Building
Trinity Place
Total SF
118,125
Deliverable
Brand + Web
Trinity Place website on MacBook
Website: Homepage
Trinity Place gallery page
Gallery: Aerial Views
Trinity Place location page
Location Page
Scroll to read
↓
01
The Client's World

A Corner Lot
and Forty Years
of Character

The building that Denver's Central Business District grew up around.

Trinity Place is not a new building. Completed in 1980, it has stood at the corner of 18th Street and Broadway through every boom and bust Denver has weathered. It watched the 16th Street Mall open. It saw the light rail arrive two blocks away. It has been there while Uptown became the neighborhood it is today.

That history is not a liability. It is the whole point. The building sits at the precise intersection of Downtown Denver's Central Business District and the walkable energy of North Capitol Hill and Uptown. You can be at the Brown Palace Hotel in five minutes. You can be at Restaurant Row in less. The MetroRide stops directly out front.

The floorplates are intentionally sized — between 1,819 and 12,174 SF — giving tenants something most towers cannot offer: identity. You are not a name on a directory for 50 floors. You are a presence in a recently renovated building where everyone knows the businesses on their floor, the people at the front desk, the regulars at the on-site restaurant.

This neighborly character was always there. Homeland just needed someone to put it into words and build something around it.

Built and Renovated
Built 1980 / 1981, recently renovated. One of Denver's Central Business District enduring mid-rise towers. 17 stories with a fully updated lobby, common areas, and tenant lounge.
The Location Advantage
Walk Score 97/100. The 20th and Welton Light Rail station is two blocks away. I-70 is three blocks. The MetroRide stops at the front door.
The Neighbor Effect
Surrounded by the Brown Palace Hotel, Denver Pavilions, 16th Street Mall, Restaurant Row, and dozens of Denver's most walkable amenities. Not just a great building. A great address.
The building at the confluence of the Central Business District and Uptown Denver. Not just amenities. Iconic amenities.
Trinity Place positioning, as built
02
The Problem

Great Building.
No Voice.

When a property speaks, prospects listen. When it doesn't, they walk.
0
Brand Identity
No visual system, no color palette, no typography hierarchy. Just a building with a name and a leasing line.
3
Brand Directions
Three distinct visual strategies needed to be explored and pressure-tested before a single line of code was written.
40+
Years Untold
Forty years of history, a walk score of 97, and a community of tenants. None of it was being told. The story existed. The platform didn't.

In commercial real estate, the building is the product. But the website, the brand, the way the property presents itself — that is the sales team. And Trinity Place was showing up to meetings with no business card.

The challenge was not the building. Trinity Place has everything: location, recently renovated common areas and lobby, flexible floorplates, covered parking, on-site dining, and an outdoor patio. The challenge was translating a physical presence into a digital one that could do the same work.

Homeland came to us with one clear goal: build something that makes a prospect feel the building before they ever walk through the door. Something that earns the tour before the tour gets scheduled.

That is a brand problem. And brand problems are exactly what we are built for.

The Real Gap
Well-positioned buildings lease on feeling as much as on spec sheets. A prospect who feels a building online is already halfway through the door.
What Was Missing
A consistent visual identity, a messaging framework, a digital home that communicated community and character, not just vacancy listings.
03
The StoryBrand Framework

The Tenant
Is the Hero.

We didn't position Trinity Place as a landmark. We positioned it as a guide.

Donald Miller's StoryBrand framework is built on one premise: your customer is the hero of the story, not your brand. Your brand's job is to be the guide, the one who helps the hero solve their problem and win the day.

For Trinity Place, the hero is the business: the boutique law firm, the growing tech team, the established consultancy, that needs space to operate, grow, and be seen. Trinity Place is not the protagonist. It is the address that makes the protagonist look exactly right.

01 Character
The Hero: Your Business
A company that needs more than four walls. A team that wants an address with character, amenities, and room to grow. 626 to 116,042 SF means the building grows with you.
02 Problem
The Friction: Generic Space, Forgettable Address
Most office space in Denver is interchangeable. The same lobby. The same amenities. No sense of neighborhood, no community of neighbors, no story attached to your address.
03 Guide
Trinity Place: Character You Can't Manufacture
A recently renovated building with 40 years of Denver roots. Walk score 97. Restaurant Row one block. Brown Palace two blocks. Light rail two blocks. An address with a personality.
04 Plan
The Path: Simple, Human, Neighborly
Schedule a tour. Meet the team. See the space. Trinity Place makes the process personal because the building already is — smaller floorplates mean you know your neighbors, not just your floor.
05 Call to Action
Schedule a Tour: Claim Your Space
Every page, every section leads to one clear next step. Not a form dump. Not a PDF download. A conversation, because that is how good neighbors meet.
06 Success
The Transformation: A Building That Works as Hard as You Do
A tenant at Trinity Place does not just have office space. They have a community, a walkable lifestyle, a building with soul. It becomes part of their story. That is what we were selling.
07 Failure Avoided
What's at Stake: Blending In vs. Standing Out
A company that settles for generic space sends a signal, intentional or not. Trinity Place is the antidote to generic. Renovated bones, four decades of neighborhood, a community that cannot be replicated.
04
Our Strategy

Three Directions.
One Decision.

We don't guess. We explore. Then we build what wins.

Before a single line of final code, we developed three complete brand directions, each with its own visual language, palette, typography system, and personality. The goal: give Homeland a genuine choice, not a rubber stamp.

Direction 01
Graphite + Emerald
Mineral emerald meets Colorado permanence. Refined, timeless, rooted. A palette that honors the building's history while signaling a fresh chapter.
Display
Deep Downtown
Cormorant 300 Italic
Subheading
1801 Broadway · Denver
Josefin Sans 600
Body
Renovated. Walkable. Ready for your business.
Jost 300
Mono / Data
626 to 116,042 SF · $15.00/SF/YR
DM Mono 300
Direction 02
Pitch + Steel
Steel-blue void. Precise, structural, unapologetic. Built for firms that want a serious address without the trophy tower price tag.
Display
GLASS CURTAIN WALL
Bebas Neue
Subheading
17 Floors. 116,042 SF.
Barlow Condensed 600
Label
Now Leasing · Denver
Archivo Narrow 700
Body
Floor-to-ceiling views. On-site dining. Recently renovated.
Inter 300
Direction 03
Slate + Terracotta
Approachable Colorado warmth. A renovated building with a neighborhood feel — the kind of address where work-life balance is built into the block.
Display
Warm Modern Denver
Libre Baskerville 700
Subheading
1801 Broadway · Denver
Manrope 600
Body
Neighborly. Walkable. A building with soul.
Manrope 300
Data
626 to 116,042 SF · Renovated
Manrope 500
Phase 01
Discovery
Positioning and Narrative Architecture
Deep dive into the building's history, the tenant profile, and the competitive landscape in Denver's Central Business District. Established the StoryBrand framework and defined the messaging hierarchy before any visual work began.
StoryBrandCompetitive AnalysisMarket PositioningMessaging Framework
Phase 02
Brand
Three Brand Directions: Full System for Each
Three complete, production-grade brand systems built and presented: Graphite + Emerald, Pitch + Steel, Slate + Terracotta. Each included logo treatments, color systems, typography pairings, and UI element specifications. No mockup-level concepts. Full working systems.
Identity DesignColor SystemsTypographyLogo SystemUI Components
Phase 03
Web
Digital Property: Built on the Winning Direction
Full property website built on the chosen brand direction. Architecture centered on the tenant journey: neighborhood story, available spaces, amenities, and a frictionless path to scheduling a tour. Every section designed to earn the next click.
Web DesignDevelopmentCopywritingCTA ArchitectureMobile-First
Phase 04
Launch
Live and Leasing
Delivered a complete, production-ready brand system and website. Homeland has a digital presence that matches the character of the physical space, with a story worth telling to every prospect who walks through the door.
HandoffBrand GuidelinesAsset Library
05
The Work

What We
Built.

Every client gets everything we have.
Brand Identity System
Three complete visual directions: logo mark, wordmark, color palette, type system, and UI component specs. All production-ready, not concept-level.
Messaging Architecture
StoryBrand framework applied end-to-end. Headline hierarchy, value propositions, and a copy voice that leads with character and community over spec-sheet positioning.
Property Website
Full digital property with neighborhood story, available spaces, amenities, building specs, and a clear path to schedule a tour. Built mobile-first, optimized to convert.
Neighborhood Story
Location content that sells the block, not just the building. Brown Palace, Restaurant Row, 16th Street Mall, light rail. Turned into a narrative asset.
Brand Guidelines
A full spec document covering color usage, typography hierarchy, logo treatments, and design element rules. Built to be handed off and used consistently.
Tenant Journey Design
Every CTA, every section, every page designed around one goal: move a prospect from awareness to schedule a tour without friction.
Trinity Place homepage on MacBook Pro
Homepage: hero messaging and dual CTAs
Trinity Place location page
Location page: building history and neighborhood story
Trinity Place gallery with aerial views
Gallery: aerial views of Denver's Central Business District
Instagram social post for Trinity Place launch
Instagram: launch creative
Trinity Place 404 page with personality
404 page: "This floor doesn't exist"
06
The Story We Told

The Block
Is the Brand.

The building's best amenity isn't inside the building.

One of the most underutilized assets in Trinity Place's leasing story was the simplest: where it is. A walk score of 97 out of 100 is not a bullet point. It is a lifestyle pitch. We built the location section of the site around the idea that the neighborhood is part of the lease.

Your team can walk to the Brown Palace for a client lunch. They can grab coffee at a dozen options within a few blocks. They can skip the car entirely. Light rail is two blocks, MetroRide stops at the front door, and I-70 is three blocks for anyone who drives.

That is not an amenity list. That is a reason to choose this address over every other one in Denver's Central Business District.

We turned the block into a selling point, and in doing so, turned the building into a community rather than a commodity. A recently renovated building with four decades of neighborhood roots — that combination cannot be manufactured. We just gave it language.

LinkedIn Launch Creative
LinkedIn post for Trinity Place
Brown Palace Hotel
5 min walk
20th and Welton Light Rail
2 blocks
Free MetroRide
Front door
Restaurant Row
1 block
Denver Pavilions
Short walk
16th Street Mall
Steps away
I-70 Access
3 blocks
Bike Racks and Covered Parking
On-site
The Outcome
07
Results

Zero to
Present.

A building that had no digital story now has a full one.
3
Complete Brand
Directions Delivered
1:1
Broker Pages:
One Built per Client
97
Walk Score: Now
Front and Center
40+
Years of Building History
Finally Told
Final Deliverable
Trinity Place is Live
1801nbroadway.com
Visit the Live Site
Every building has a story. Most just never bother to tell it. When you do, and you do it right, the building starts doing the leasing work for you.
Ninth Degree on Trinity Place

Homeland now has a brand that can scale. The identity system works across print, digital, signage, and marketing collateral. The website earns the tour before the broker makes the call. And Trinity Place has what it always deserved: a story as strong as its address and character to match its newly renovated bones.

That is the long game. That is what we build.

Your Building Has a Story Too

Ready to
Play the
Long Game?

Let's find what makes your property worth talking about.

Start the Conversation