OVERVIEW /
There’s a huge population growth currently happening in North Carolina. NC is regularly featured in “best-of listings” (food, real estate, education, affordability, etc…) and Durham is one of these top spots. Businesses, restaurants, and real estate are helping to kickstart the downtown rebirth from an ex-tobacco mecca into a thriving city that makes up 1/3 of the “Triangle”—Raleigh, Durham, and Chapel Hill. This population needs new, modern housing in a hip and diverse location.
Enter ALP Partners. They’ve already developed One City Center, the other tallest building in the city. Now they’ve replacing a dilapidated old bank to become the next big thing downtown—the newest luxury high rise in the city. This 27-story building will forever change the landscape of Durham and tower over the historic Five Points Area downtown. Named “Novus”, which means “new” in Latin, this building will be unlike anything else in the city. It needs a timeless identity that won’t be outdated in a decade.
TASK /
Gusto Design Co. was brought in by Chair 8 (along with FBC Agency) to lead the creative work, create the brand identity for the building, provide design consultation, and design the website.
EXECUTION /
The Novus mark takes inspiration from mid-century patterns and decorations. It’s made up of directional arrows with a hidden N in the negative space. This showcases the growth of Durham and this building in its’ center.
