81 ARCH | A New Perspective on Downtown Hartford Living
Living at 81 Arch St in the sought-after Front Street District in Hartford, CT presents residents with a different perspective, in more ways than one. Not only do they get to live next to UCONN’s downtown Hartford campus adjacent to the Wadsworth Museum of Art, they’ll also find themselves living in a space that represents a fresh urban lifestyle, with its roof deck, modern amenities, inspired interiors and immersion into the most vibrant, creative, and quaint neighborhood in town.
The selected tagline: A New Perspective sums up both the communication and vibrant visual direction. Imagine a mural, an accent wall inside the roof deck, or even a brochure or web page that features a plethora of colorful shapes layering green, yellow, magenta, aqua, and electric blue. Inside each one are repeating shapes, circular paths through the city, curved lines from a recognizable nearby arched park sculptures, plus tons of symbols representing the Connecticut Riverwalk which connects just across the street, along with the shape of arches of every kind—they all work together synergistically. All this punctuated with an upside down, deconstructed rainbow symbolizing the diversity of the city and all things that make up a vibrant urban life. The Arch, is such an iconic, hopeful, and dynamic shape representing all the good things to come to downtown Hartford.
One unique way BRIO MKTG energized the street scape during construction was to cover retail windows with scrim/clings featuring the hashtag #BeApartOfTheArch so that passersby would be able to interact with the building at street level and get involved with the building, posting on social media. Many recognizable images can be found in the window cling art, custom designed by BRIO; like the golden dome of the Capitol building, UCONNs prized husky mascot, a ladder you can climb to reach for the stars, or a flock of paper air planes pointing everyone in the right direction to Starbucks on the next block over.
We're ready when you are. Go BRIO. Go BOLD.
