Mercer Union Station
CLIENT: Greystar Development
PROPERTY MANAGEMENT: Greystar
Objective
Mercer at Union Station is a 232-home, 13-story high-rise in the heart of Denver's LoDo, directly across from the historic Union Station. Built for newcomers drawn to a fast-growing city — many of them arriving turnkey, into partially furnished homes — the community needed a brand that captured both the energy of the location and the fresh-start spirit of the people moving in. We developed the brand story and positioning, then the name, identity, and full marketing toolkit that carried a single idea from the first banner to the finished website.
Our Role
Brand Development
Naming + Positioning
Brand Identity
Brand Guidelines
Marketing Copywriting
Print Collateral
Marketing Signage
Website Design
The Story
Denver's Union Station has been a place of departures and arrivals since the railroad first joined mountain and plains. The positioning leaned into that history and turned it personal: write your own story. For the new pioneers moving to Denver — curious, active, ready to explore — Mercer is the blank first page, the place an epic journey begins. That narrative thread ran through everything, from headline voice to the chapter-and-verse rhythm of the brand.
The turnkey, and some furnished homes made the story literal: residents could arrive with almost nothing and start their next chapter immediately, steps from Coors Field, the light rail, the river trails, and a hundred nearby places to eat, drink, and connect. Union of city and mountain, neighborhood and nature — that's what made Mercer worth naming for the station itself.
Brand Direction
The identity is industrial, modern, and warm — an echo of the railyard bones beneath the neighborhood. A grounded palette of deep charcoal, warm brown, and bronze, softened by sage, sand, and pale green, gives the brand its rugged-but-refined feel. Typography pairs the bold, an architectural typeface across headlines with the literary warmth of a serif font that reinforces the storytelling idea. A design-element system built from architectural outlines, repetition, and texture carries the look across print, signage, and digital applications.
Brand Toolkit
The brand was built to work across the full leasing journey. We designed print collateral, a marketing signage package to build presence around the site, and a custom website. Leading with a confident, story-driven voice, the Mercer brand extended to the building banners and dimensional signage to the website and leasing print collateral.
