Fresh PowderPre-development brand strategy
Fractional CMO
All work Work / Hurley Place
Rendering of the Hurley Place courtyard between two towers, looking west over the rail yards to the Front Range at sunset
Selected work

Hurley Place

Denver, CO Residential, office, retail, hotel, pedestrian mews 6-acre RiNo neighborhood

The Idea

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

In Denver’s River North, a 6-acre, multi-phase neighborhood organized around 37th Mews, a pedestrian street with a market-hall heart. The identity set a window into the H itself, an open invitation built into the wordmark.

Location
Denver, CO
Size
6 ac · multi-phase
Developer
Menalto + John Buck
Architect
Semple Brown
Broke ground
2022
District
RiNo
What we did

Named and positioned a multi-phase RiNo neighborhood and built its identity around openness. A place for all, with an H that frames a window, and 37th Mews as the social spine, carried through messaging, launch and leasing tools.

StrategyNamingBrand identityMessaging toolkitLaunchLeasing tools
Success

An identity that read as an open invitation, in a neighborhood that prizes exactly that.

  • A 6-acre, multi-phase RiNo neighborhood given one identity built on the idea of a place for all.
  • 37th Mews positioned as the social spine, a pedestrian street with a market-hall heart.
  • A wordmark with a window set into the H, an open mark for an open block.
  • Messaging and leasing tools built to carry the neighborhood through phased delivery.
The place
Rendering of the courtyard between two Hurley Place towers at sunset, with the rail yards, the South Platte and the Front Range beyond
The courtyard between the towers, looking west to the Front Range.
Photograph of Bernard Hurley in a patterned shirt, standing in a RiNo warehouse with large painted panels behind him
Bernard Hurley, the developer the place is named for. In RiNo long before the cranes.
Street-level rendering of 37th Mews at Hurley Place: a pedestrian street between two buildings, stepping up to a terraced stair, with ground-floor retail and people on foot and bikes
37th Mews, the pedestrian spine at the heart of the neighborhood. Rendering by Semple Brown Design.
Brand Imagery

The identity.

Hurley Place wordmark: heavy extended capitals, the H cut with a window arch

The wordmark. A window cut into the H, one of many.

Three Hurley Place posters on a black brick wall: a singer, a lilac On the Mews event card, and a muralist, each with arched headline type

Street posters · From sidewalk to on stage.

Collateral
Hurley Place billboard on a brick warehouse: a grid of black H letterforms, each window filled with a photograph of the neighborhood
The billboard. The H as a window on the neighborhood.
Laptop showing the Hurley Place website: arched photo frames in a row above a yellow band
The site. Arched frames, a yellow band, the neighbors first.
Three Hurley Place posters on a black brick wall with arched headline type
Street posters · From murals to the gallery.
The thesis
An open block deserves an open mark.
Fresh Powder, on Hurley Place
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