1900N

Branding and Introductory Book for newly acquired JBG SMITH Property 1900N

JBG SMITH owns, operates, invests in, and develops a dynamic portfolio of high-growth mixed-use properties across the Washington, DC area. With a strong emphasis on placemaking, the company creates vibrant, amenity-rich, walkable neighborhoods that contribute to the overall development and success of the Capital region. Currently, JBG SMITH’s portfolio consists of 13.7 million square feet of high-quality office, multifamily, and retail assets, 99% of which are Metro-served. Additionally, the company maintains an extensive pipeline of future development opportunities, encompassing 9.3 million square feet of mixed-use projects.

In early 2022, JBG SMITH unveiled 1900N, a newly constructed building, for which we crafted a distinctive visual identity. Drawing inspiration from the building’s trademark red color and VVV design, we integrated these elements seamlessly across all branded assets. One key design element was the clever use of the building’s silhouette: by cutting out the top of the structure, we subtly incorporated the VVV design, blending it harmoniously into the overall branding.

Our work extended beyond just traditional marketing materials. In addition to an introductory booklet, we designed a large-scale wall mural that captured the essence of 1900N and highlighted the building’s unique architectural features. Furthermore, we executed an email campaign, strategically timed to engage potential tenants and further enhance the building’s visibility within the market.

This comprehensive visual identity and marketing approach positioned 1900N as a standout property within JBG SMITH’s portfolio, creating an impactful first impression and establishing a strong, recognizable brand presence in the competitive real estate market.

Wall Mural