Davies Associates developed the project name, identity, marketing materials and signage program for this urban re-use project in downtown Dallas. The project consists of a landmark Art Deco era tower (The Merc) joined with new construction in Mid-Century Modern style (The Element). While the two buildings share one project identity, the design team created unique marketing graphics and architectural signage for each building reflecting their respective historical styles. The branding program featured stationery, brochures and other print collateral, advertising, and on-site leasing graphics. In addition, a project website was designed to promote the living experiences of the two buildings and highlight the downtown lifestyle.