Luxury mixed use tower surrounded by landscaped gardens and illuminated evening architecture

The Springs District and 28Hundred

Defining a new center of gravity for Uptown Dallas

Lincoln Property Company had assembled something rare: a 4-acre, fully interconnected mixed-use district in the heart of Uptown Dallas, anchored by 511,000 SF of Class A office, 234 luxury residences, a 190-key Proper Hotel, 25,000 SF of curated retail, and two acres of programmed outdoor amenity space, all within a neighborhood scoring a 96 on walkability. The ambition was singular. The brand needed to match it.

  • 4-acre

    interconnected mixed-use site

  • 511K SF

    of Class A office at 28Hundred

  • 96

    walkability score

Where You Want To Be

The Springs District was designed to attract multitudes. Office tenants, luxury residents, hotel guests, and retailers all have a stake in the brand, and different reasons to care about it.

The Springs District brand identity displayed on elegant green stationery with contemporary minimalist design
Branded reusable water bottles featuring The Springs District logo with sleek modern promotional merchandise design
Branded green promotional hat displaying The Springs District logo with modern lifestyle styling
Window poster promoting The Springs District summer events including yoga happy hour and community gatherings
Mobile website mockup showcasing The Springs District homepage with luxury mixed use development branding and messaging
Street banners promoting The Springs District featuring lifestyle dining imagery and vibrant walkable neighborhood branding

Rather than segment the story, we found the unifying idea beneath it all, creating an identity rooted in energy, connectivity, and experiencing Uptown at its best. Each vertical got its own entry point—Where Uptown Works, Where Uptown Lives, Where Uptown Stays—to speak to specific audiences without fragmenting the master brand.

Outdoor advertising display showcasing luxury residential office destination branding and lifestyle visuals together
Wayfinding sign highlighting Fairmount Street 28Hundred Fairmount The Lawn and Proper Hotel walking distances
Young professionals enjoying conversation while walking outdoors with takeaway coffee in landscaped city park setting

Office without compromise

Class A tenants in a market like Uptown Dallas aren’t just leasing space, they’re selecting an address. We knew the office component required its own brand presence. The result is an elegant, hospitality-driven identity that establishes 28Hundred as the premier office address at The Springs District, distinct from the master brand but unmistakably part of the same family.

Making Uptown’s tomorrow visible today

Our visualization team created photorealistic 3D renderings, inviting prospective tenants to explore 28Hundred and The Springs District long before the development delivers. These renderings showcased different ways to enjoy the district at various times of day, so viewers could picture themselves relaxing on a biophilic terrace, training in the state-of-the-art gym, walking to the hotel at dusk, and more.

Contemporary Dallas high rise residential and office towers with street level retail and landscaped surroundings
Modern office reception area with curved wooden desk panoramic city skyline and collaborative lounge seating
Modern residential tower in downtown Dallas featuring glass facade alongside contemporary high rises
Modern residential rooftop amenity deck featuring outdoor lounge spaces landscaped gardens and panoramic Dallas skyline
Contemporary office lobby with soaring ceilings elegant seating floor to ceiling windows and welcoming reception area
Downtown Dallas cityscape showcasing contemporary residential and office buildings with expansive skyline under clear blue skies
Modern office workspace with collaborative lounge floor to ceiling windows contemporary furnishings and rooftop terrace access
Contemporary resident lounge offering billiards, comfortable seating, entertainment, bar, and panoramic downtown Dallas views indoors
Luxury residential gym featuring free weights functional training equipment treadmills and contemporary wellness amenities throughout

From morning to midnight

The Springs District film brings the brand to life across a full day in the district, from early mornings at 28Hundred to late nights gathered around the table. Set to an upbeat soundtrack, it moves through the project, immersing the viewer inside the experience. This reads less as a traditional property film and more as an invitation.

A site to showcase it all

The Springs District website combines story and substance, serving as the central leasing platform for brokers, prospective tenants, hospitality guests, and investors alike. Sophisticated yet never boring, the single-scroll site lets visitors quickly access the information they’re looking for or explore The Springs District more comprehensively, depending on their preferences.

Visit the website
Luxury mixed use tower surrounded by landscaped gardens and illuminated evening architecture

Naming, Brand Strategy & Identity, Print Brochure, Stationery Package, Floor Plans, Film, Renderings, Website, Signage

  • Lincoln Property Company

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