Fresh PowderPre-development brand strategy
Fractional CMO
All work Work / 1205 Collection
Rendering of the 1205 Collection at the Ballpark District: a stepped glass building with planted terraces over a glass retail base, fans in red crossing the street on game day
Selected work

1205 Collection

Washington, DC Residential, retail, ballpark streetscape One building, Ballpark District

The Idea

A building for people who want to be in the middle of things.

Designed by ODA for residents who want the Ballpark District not despite its energy but because of it. The building meets that moment with a tectonic silhouette and interiors of considered luxury: an address that knows the difference between proximity to the action and being consumed by it. We built one brand for two offerings inside the building, 1205 Collection and West Half.

Location
Ballpark District, Washington, DC
Program
Residential over retail
Developer
JBG SMITH
Architect
ODA
Phase
Active leasing
Offerings
1205 Collection · West Half
What we did

Positioned a single residential building inside a district with its own brand, and gave it a reason to stand apart from the ballpark crowd rather than borrow from it. Audience, narrative and one identity for two offerings inside the building, 1205 Collection and West Half, then a leasing campaign of posters, site and a penthouse lounge story curated by Venus Williams.

PositioningNarrativeBrand identityPre-leasing campaignWebsitePartnership story
Success

A building with a point of view in a district that already had one.

  • A brand built early enough to shape the pre-leasing campaign rather than decorate it.
  • Yellow, the one color on the facade, made the one color of the identity. Nothing added, nothing invented.
  • A penthouse lounge curated by Venus Williams, turned into the campaign’s lead story rather than an amenity line.
  • Recognized by Graphis and GDUSA for West Half.
The place
Rendering of the 1205 Collection on game day: the stepped glass building over a retail base, fans in red crossing toward the ballpark
Game day at the corner, as rendered. The district is the amenity.
Photograph of the built building: stacked glass volumes stepping back from the street, yellow soffits, a Remember to Dream billboard on the retail base
Built. The silhouette ODA drew, with the yellow where it was promised.
Close photograph of the facade: white balconies, yellow undersides, glass rails and planted terraces
The terraces, up close. One color, repeated.
Brand Imagery

The identity.

1205 Collection wordmark: light grotesque capitals in black on yellow, a short rule after the numerals

The wordmark. The facade’s yellow, and nothing else.

Photograph of the built facade: stacked white balconies with yellow soffits and glass rails, planted terraces

The facade, built. The yellow came from here.

Collateral
Two pre-leasing posters in lightboxes: a street rendering above the 1205 Collection West 1/2 lockup, and a yellow poster announcing a penthouse lounge curated by Venus Williams
Street posters · the district, and a lounge curated by Venus Williams.
Laptop showing the 1205 Collection website: A meeting of minds, with a collage of renderings, a portrait and still life
Website · A meeting of minds.
A grid of yellow brand books, each cover set in white serif capitals with a quotation about architecture and neighborhood
The book · a manifesto on the cover.
Open book spread, yellow pages with vertical serif headlines: A setting without par evokes peerless living
The book · headlines set on their side.
Open book spread: a black page of quotations from the architect beside a portrait of Eran Chen of ODA
The book · the architect, in his words.
The thesis
One building, two offerings, one story. The names do the sorting; the brand does the selling.
Fresh Powder, on 1205 Collection
Keep exploring

More work.

Denver, COHurley Place logo
Mixed-useResidential

A RiNo block built as a place for all, with a window in its name.

View case study
Washington, DCThe Stacks logo
ResidentialWaterfront

Buzzard Point, made a neighborhood overnight. 2026 CoStar Development of the Year.

View case study
Let’s work together

Have a project like this?

Tell us where it stands, a napkin sketch or fully entitled, and we’ll plug in.

Get started