The Harwood District | Development of Multiple Brands

From One, Many: Branching Out the Brand of The Harwood District
Spanning 19 blocks and five office properties in the heart of Dallas, The Harwood District faced a unique branding challenge. In Dallas' competitive office Uptown market, the District needs to attract and retain top tenants, appeal to C-suite decision-makers, increase foot traffic, and reinforce its position as a vibrant work-live-play destination. CBRE Calibre Creative Group’s task was to refine a highly recognized master brand and creating clear differentiation across a portfolio of individual assets, while ensuring all brands were distinct from their competitors.
Rather than reinventing the Harwood District brand, CBRE Calibre Creative Group evolved it. Through a discovery-led strategy process, we developed a parent and sub-brand architecture that preserved the brand equity of the Harwood District while creating distinct identities for its office portfolio.
Each building was positioned with its own personality, visual language, and story. Inspired by luxury hospitality and boutique lifestyle brands, the new identities ranged from bold and impressionistic to modern and refined, allowing each property to stand apart while remaining connected to the larger district narrative. Typography, photography, color treatment, layouts, and messaging were carefully crafted to reflect the unique character of each asset while maintaining consistency across the portfolio.
The result was a harmonious brand ecosystem that elevated the perception of the entire district. Five differentiated sub-brands were created for 2827 Harwood District, 2727 Harwood District, Saint Ann Court, Frost Tower, and 2850 Harwood District, each designed to support leasing, marketing, and long-term positioning goals.
This strategic evolution reinvented the district's identity without sacrificing the recognition it had built over time. By balancing individuality with cohesion, the branding system created stronger market differentiation, enhanced connectivity across the portfolio, and positioned the Harwood District for continued relevance in a rapidly evolving office landscape.