The Grand

Preserving history while building luxury

Strategy, Naming, Brand Identity, Copywriting, Art Direction, Marketing Materials, UX


When developers decided to transform the iconic Trader’s Bank in downtown Kansas City into a premier apartment community, they approached Design Ranch for innovative brand strategy ideas to reposition and market this historic structure. The ambitious project involved converting a 21-floor building into an upscale residential haven, comprising 201 luxury apartment homes with amenities like concierge services and a private dog park.


Our approach aimed to capture the elevated refinement of the renovated building with a nod to its Grand Boulevard location. To achieve this, we selected a name evoking sophistication and prestige. The black-and-gold color scheme, contemporary logo mark, and clean typography exude modern elegance. This branding establishes an air of exclusivity, signaling a state-of-the-art experience before residents walk through the door.