The Benson
Fostering the spirit of camaraderie and the benefits of rejuvenation
The University of Colorado's Anschutz Medical Campus in Aurora had big plans to create a gathering place for its otherwise all-business culture. Building an independent hotel where medical professionals, scholars, patients and community members could share ideas or recover was the blueprint. But it needed a brand to appeal to a global audience.
See The Story
The Client
- Aimco
- Denver, CO
What We Delivered
- Art Direction
- Brand and Identity
- Brand Experience Consulting
- Copywriting
- Environmental Branding
- Illustration
- Logo Modification
- Photography Art Direction
- Printed Collateral
- Signage Design
- Story and Copywriting
- Visual Identity
Where people come together at the center of innovation and progress
The Benson
The Benson Hotel and Faculty Club is a gathering place serving as the heart of a vibrant community and national biotech hub that celebrates the spirit of the West and invites guests to rest, recover and rejuvenate.
The Benson is for pioneers, innovators and poets alike. It invites rest and recovery with the same passion as it celebrates creative thought and a western pioneering spirit. A place of both rejuvenation and innovation, The Benson branding reflects both an artistic and scientific sensibility.
Rejuvenation and innovation
The Benson’s visual identity depicts plants, animals and Colorado scenery in the iconography to soften its modern spaces and biotech surroundings. The pattern does the same, as the repeating ornate leaf illustration has a calming effect and natural source of strength. And the color palette, complete with hues titled Earth, Health, Stone and Breeze, makes no mistake as to where we look for our inspiration.
All of this visual identity culminated in a robust collateral package found on every surface and around every corner of the hotel. Do Not Disturb signs, key cards, notepads and more gave The Benson brand a tangible feel to go alongside its botanical visuals
The Faculty Club
A private residence for leaders in the Anschutz Medical community, boasted its share of branded coasters, napkins and check presenters. These printed pieces exuded the brand’s sense of luxury and calm without losing an iota of boldness and approachability.