Built by the federal government, on land that was originally owned by the French government, the building that would become âme began life as The Meridian Hill Hotel for Women in 1942. It became a home to Howard University students in the late ‘60s. As a vacant structure, it remained a prominent feature of the Meridian Hill Historic District. The building had a rich history. It also had a historic landmark designation. Meaning its dated exterior could not be altered. Fortunately, research showed that our audience yearned for meaning and the finer things in life. So, leaning into the building’s history, we positioned it as an authentic experience set against a sea of gleaming vapidity in new construction. We amplified that story by giving it a uniquely human construct - a soul. âme is the French word for soul. Phonetically it conjures visions of meditation chants. Below is a visual summary of its branding process.

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ROLE: GCD - CW