The Herald


  • Marx Realty


  • 12 Locks


  • Brand identity development

  • Copywriting

  • Brand collateral design

The Herald is an iconic building, in the heart of Washington D.C., and the site of intriguing 20th century politics and newspaper wars, as well as the workplace of influential figures, such as William Randolph Hearst, Eleanor “Cissy” Patterson, and Jackie O. Marx realty reimagined and transformed the iconic beaux arts building into Washington D.C.’s first hospitality-infused luxury office property.


We were asked to do identity development, including visual identity design, brand mark, color palette, mood boards and brand exploration. Subsequently, we were tasked with all branding collateral, including website and sales brochure, with particular attention to the consistent use of brand colors, style, and layouts, as well as effective use of CGIs. Our work included also copywriting, which matches the style and tone of the development, while conveying vividly key messages and USPs.


Our branding expresses vividly the esteemed heritage of the building, the legacy of powerful and influential historic figures, the lingering remnants of its noble past, and captures the profound elegance of the reimagined building, with its century-long tradition fused with an innovative, luxury boutique hotel look and feel.