Kate Mulligan
1100 New York Avenue
The Brief
For over four decades (1940s-1980s), this Greyhound transportation hub served as a vital connection point during World War II and became a landmark in the Civil Rights Movement when it served as the departure point for Freedom Ride 1961. Though preservationists from the DC Preservation League, Art Deco Society of Washington, and the Committee of 100 on the Federal City successfully saved the building from demolition in the 1980s by having it added to the DC Inventory of Historic Sites, the property faced new challenges in the current market.
The building's dated interior no longer met the expectations of modern tenants, and the sluggish DC real estate market compounded leasing difficulties. Despite its historic significance and striking Art Deco architecture, 1100 New York Avenue needed a comprehensive renovation and strategic rebrand to remain competitive and attract quality tenants in a challenging market environment.
My Role
As the creative lead for this repositioning project, I was tasked with developing a refreshed brand identity that would honor the building's storied past while aligning with its modernized future. My responsibilities included:
- Creating a comprehensive brand identity that acknowledged the property's history while establishing a contemporary presence
- Developing visual elements that complemented both the preserved exterior architecture and the renovated interior spaces
- Producing marketing materials like brochures and posters to communicate the building's transformation to potential tenants
- Designing visual aids to help prospects envision the completed renovation during building tours
- Implementing a strategic email marketing campaign to generate interest in the evolving property
- Create a website as a hub for information and visuals on the renovation and availabilities
The Process
Historical Research and Inspiration:
I spent time digging into the Greyhound design aesthetic, studying vintage materials, advertisements, and brand elements from the building's era as a bus terminal. This research provided authentic inspiration while helping me avoid creating a purely derivative Art Deco design that would blend in with other DC properties.
Brand Development:
I crafted a brand identity that struck a careful balance:
- Selected a sophisticated green color palette that felt both prestigious and youthful
- Incorporated a greyhound silhouette facing backward as a subtle nod to the building's history
- Established a visual language that acknowledged the Art Deco exterior while complementing the modern interior renovation
Marketing Implementation:
- Designed and deployed a series of strategic email blasts that gradually teased different aspects of the renovation with a progression of reveals to build anticipation and maintain interest throughout the renovation process
The Outcome
The strategic rebrand and marketing of 1100 New York Avenue successfully:
- Established a distinct market position that leveraged the building's unique history while highlighting its modern amenities
- Created a cohesive visual identity that respected the historical significance while appealing to contemporary tenants
- Generated renewed interest in the property despite challenging market conditions
- Supported leasing efforts by clearly communicating the building's transformation story and future potential
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Kate Mulligan
1100 New York Avenue
The Brief
For over four decades (1940s-1980s), this Greyhound transportation hub served as a vital connection point during World War II and became a landmark in the Civil Rights Movement when it served as the departure point for Freedom Ride 1961. Though preservationists from the DC Preservation League, Art Deco Society of Washington, and the Committee of 100 on the Federal City successfully saved the building from demolition in the 1980s by having it added to the DC Inventory of Historic Sites, the property faced new challenges in the current market.
The building's dated interior no longer met the expectations of modern tenants, and the sluggish DC real estate market compounded leasing difficulties. Despite its historic significance and striking Art Deco architecture, 1100 New York Avenue needed a comprehensive renovation and strategic rebrand to remain competitive and attract quality tenants in a challenging market environment.
My Role
As the creative lead for this repositioning project, I was tasked with developing a refreshed brand identity that would honor the building's storied past while aligning with its modernized future. My responsibilities included:
- Creating a comprehensive brand identity that acknowledged the property's history while establishing a contemporary presence
- Developing visual elements that complemented both the preserved exterior architecture and the renovated interior spaces
- Producing marketing materials like brochures and posters to communicate the building's transformation to potential tenants
- Designing visual aids to help prospects envision the completed renovation during building tours
- Implementing a strategic email marketing campaign to generate interest in the evolving property
- Create a website as a hub for information and visuals on the renovation and availabilities
The Process
Historical Research and Inspiration:
I spent time digging into the Greyhound design aesthetic, studying vintage materials, advertisements, and brand elements from the building's era as a bus terminal. This research provided authentic inspiration while helping me avoid creating a purely derivative Art Deco design that would blend in with other DC properties.
Brand Development:
I crafted a brand identity that struck a careful balance:
- Selected a sophisticated green color palette that felt both prestigious and youthful
- Incorporated a greyhound silhouette facing backward as a subtle nod to the building's history
- Established a visual language that acknowledged the Art Deco exterior while complementing the modern interior renovation
Marketing Implementation:
- Designed and deployed a series of strategic email blasts that gradually teased different aspects of the renovation with a progression of reveals to build anticipation and maintain interest throughout the renovation process
The Outcome
The strategic rebrand and marketing of 1100 New York Avenue successfully:
- Established a distinct market position that leveraged the building's unique history while highlighting its modern amenities
- Created a cohesive visual identity that respected the historical significance while appealing to contemporary tenants
- Generated renewed interest in the property despite challenging market conditions
- Supported leasing efforts by clearly communicating the building's transformation story and future potential
back