By Aleesha Hotea
By Aleesha Hotea
How can a prominent developer offer modern office accommodation while still maintaining a connection to the heart and soul of a historic neighborhood? When Hines engaged our team for their new development, The Stack, in Deep Ellum, we knew we had the opportunity to create a brand that offered a unique balance between contemporary workspace and authentic grit.
As a creative team located in Deep Ellum for over 20 years, we brought our intimate knowledge of the local landscape to the table to find our inspiration. By aligning The Stack with the soulful history of Deep Ellum, we could speak to a unique cohort of forward-thinking companies - ones who are just as creative, open and determined as the neighborhood that surrounds them. Springing off of this concept, and the quite literal ‘stacked’ architecture of the building, we wanted to create a brand that held multi-layered and faceted character, melding different elements into a juxtaposed ebb and flow.
While The Stack represents the next chapter in the continued evolution of this distinct and vibrant corner of Dallas, the spirit remains the same. A bold, minimal wordmark, clean typography and expressive graphics created the modern edge we wanted the brand to embody. We leveraged collage-style photography and industrial textures to blend in the grit and soul of Deep Ellum with measured consideration. Our strategy paid off, with TRG – one of Dallas’ oldest and most renowned advertising agencies – choosing to make The Stack their new headquarters. By weaving the old and new together, The Stack stands as a tribute to Deep Ellum’s soulful history and its energized progression as a distinct urban destination.