2100 Ross Avenue


Trammell Crow Company


Experiential Branding

Formerly known as San Jacinto Tower, the symmetrical footprint of this Class A office building allowed its front door to shift to Ross Avenue, which fronts the robust museum district in downtown Dallas. The building address, 2100 Ross Avenue, doubles as the building name and occasioned an extensive upgrade to the interior and exterior signage and lobby spaces. 

fd2s developed the graphic identity, which recalls the building’s massing in a contemporary, digital-age logo, as well as wayfinding signage and exterior and interior tenant identification.