The Allen
A luxury landmark development that bridges timeless design to the rich history of Houston, The Allen takes mixed-use developments to new levels of sophistication, convenience and connectivity. With unparalleled views of Downtown and Buffalo Bayou Park, The Allen sits at the intersection of all the best Houston has to offer.
Herring created The Allen brand to fully reflect the development’s position as a vision for the next generation of “live, work and play” communities in Houston.
Our Services
- Insight & Discovery
- Logo Design
- Brand Voice & Messaging
- Visual Identity System
- Brand Book & Guidelines
- Content Direction
- Printed Communications
Strategy
To help The Allen achieve its business objectives, DC Partners USA, a real estate landmark developer, tasked Herring with developing a marketing strategy profile that would lay the foundation for all marketing communications. Herring’s challenge was to identify key differentiators and craft unique selling messages that would resonate with potential office tenants, hotel guests, residents, and the greater Houston community.
A cohesive look and voice for all branded communications were critical for building a solid brand and image. Herring developed a brand book to help guide The Allen’s marketing efforts and keep the brand focused and unique.
Visual Identity
The Allen symbol represents the many things that make the development unique: the sculptured architecture, connection to the park trails and green space. The typography is sophisticated yet playful and conveys the modern and active lifestyle found at The Allen. The brand color palette is bold and vibrant.
Herring provided art direction and guidelines for photography and design motifs that enhance The Allen brand and make it more distinctive.
