Iota
![Iota Featured Image](https://themadeshop.com/assets/work/Screenshot-2024-07-22-at-3.49.12-PM-copy.jpg)
The Iota is a new apartment tower in Denver's Fox Park neighborhood. It sets itself apart in Denver's expensive rental market with incredibly efficient and affordable "micro-units" (around 350 square feet).
Rather than attempting to downplay the small sizes, we encouraged the client to embrace their unique offering with a provocative name and matching visual identity that celebrates the wonder of very small things.
Disciplines
- Naming
- Visual Identity
- Art Direction
- Signage
- Placemaking
![Iota Motion](https://themadeshop.com/assets/work/Iota_Motion.gif)
A tiny name made of tiny dots forms the foundation for the entire brand
![Iota Casestudy 09](https://themadeshop.com/assets/work/_1920x1378_crop_center-center_82_line/Iota_Casestudy-09_2023-02-20-175340_zsjo.png 1920w, https://themadeshop.com/assets/work/_1440x1034_crop_center-center_82_line/Iota_Casestudy-09_2023-02-20-175340_zsjo.png 1440w, https://themadeshop.com/assets/work/_1200x861_crop_center-center_82_line/Iota_Casestudy-09_2023-02-20-175340_zsjo.png 1200w, https://themadeshop.com/assets/work/_992x712_crop_center-center_82_line/Iota_Casestudy-09_2023-02-20-175340_zsjo.png 992w, https://themadeshop.com/assets/work/_768x551_crop_center-center_60_line/Iota_Casestudy-09_2023-02-20-175340_zsjo.png 768w, https://themadeshop.com/assets/work/_576x413_crop_center-center_60_line/Iota_Casestudy-09_2023-02-20-175340_zsjo.png 576w)
![Iota Casestudy 08](https://themadeshop.com/assets/work/_1920x1070_crop_center-center_82_line/Iota_Casestudy-08_2023-02-20-175408_pmmy.jpg 1920w, https://themadeshop.com/assets/work/_1440x803_crop_center-center_82_line/Iota_Casestudy-08_2023-02-20-175408_pmmy.jpg 1440w, https://themadeshop.com/assets/work/_1200x669_crop_center-center_82_line/Iota_Casestudy-08_2023-02-20-175408_pmmy.jpg 1200w, https://themadeshop.com/assets/work/_992x553_crop_center-center_82_line/Iota_Casestudy-08_2023-02-20-175408_pmmy.jpg 992w, https://themadeshop.com/assets/work/_768x428_crop_center-center_60_line/Iota_Casestudy-08_2023-02-20-175408_pmmy.jpg 768w, https://themadeshop.com/assets/work/_576x321_crop_center-center_60_line/Iota_Casestudy-08_2023-02-20-175408_pmmy.jpg 576w)
![Iota brochure](https://themadeshop.com/assets/work/_1920x1086_crop_center-center_82_line/iota-brochure.jpg 1920w, https://themadeshop.com/assets/work/_1440x814_crop_center-center_82_line/iota-brochure.jpg 1440w, https://themadeshop.com/assets/work/_1200x679_crop_center-center_82_line/iota-brochure.jpg 1200w, https://themadeshop.com/assets/work/_992x561_crop_center-center_82_line/iota-brochure.jpg 992w, https://themadeshop.com/assets/work/_768x434_crop_center-center_60_line/iota-brochure.jpg 768w, https://themadeshop.com/assets/work/_576x325_crop_center-center_60_line/iota-brochure.jpg 576w)
![Iota Casestudy 5](https://themadeshop.com/assets/work/_1920x2837_crop_center-center_82_line/Iota_Casestudy_5_2023-02-16-181303_ywln.png 1920w, https://themadeshop.com/assets/work/_1440x2128_crop_center-center_82_line/Iota_Casestudy_5_2023-02-16-181303_ywln.png 1440w, https://themadeshop.com/assets/work/_1200x1773_crop_center-center_82_line/Iota_Casestudy_5_2023-02-16-181303_ywln.png 1200w, https://themadeshop.com/assets/work/_992x1466_crop_center-center_82_line/Iota_Casestudy_5_2023-02-16-181303_ywln.png 992w, https://themadeshop.com/assets/work/_768x1135_crop_center-center_60_line/Iota_Casestudy_5_2023-02-16-181303_ywln.png 768w, https://themadeshop.com/assets/work/_576x851_crop_center-center_60_line/Iota_Casestudy_5_2023-02-16-181303_ywln.png 576w)
![Iota Casestudy](https://themadeshop.com/assets/work/_1920x1075_crop_center-center_82_line/Iota_Casestudy.jpg 1920w, https://themadeshop.com/assets/work/_1440x806_crop_center-center_82_line/Iota_Casestudy.jpg 1440w, https://themadeshop.com/assets/work/_1200x672_crop_center-center_82_line/Iota_Casestudy.jpg 1200w, https://themadeshop.com/assets/work/_992x555_crop_center-center_82_line/Iota_Casestudy.jpg 992w, https://themadeshop.com/assets/work/_768x430_crop_center-center_60_line/Iota_Casestudy.jpg 768w, https://themadeshop.com/assets/work/_576x322_crop_center-center_60_line/Iota_Casestudy.jpg 576w)
![Iota Casestudy 10](https://themadeshop.com/assets/work/_1920x1261_crop_center-center_82_line/Iota_Casestudy-10_2023-02-20-181322_onhu.jpg 1920w, https://themadeshop.com/assets/work/_1440x945_crop_center-center_82_line/Iota_Casestudy-10_2023-02-20-181322_onhu.jpg 1440w, https://themadeshop.com/assets/work/_1200x788_crop_center-center_82_line/Iota_Casestudy-10_2023-02-20-181322_onhu.jpg 1200w, https://themadeshop.com/assets/work/_992x651_crop_center-center_82_line/Iota_Casestudy-10_2023-02-20-181322_onhu.jpg 992w, https://themadeshop.com/assets/work/_768x504_crop_center-center_60_line/Iota_Casestudy-10_2023-02-20-181322_onhu.jpg 768w, https://themadeshop.com/assets/work/_576x378_crop_center-center_60_line/Iota_Casestudy-10_2023-02-20-181322_onhu.jpg 576w)
![Iota Casestudy 2](https://themadeshop.com/assets/work/_1920x1280_crop_center-center_82_line/Iota_Casestudy_2_2023-02-16-174232_sdlm.jpg 1920w, https://themadeshop.com/assets/work/_1440x960_crop_center-center_82_line/Iota_Casestudy_2_2023-02-16-174232_sdlm.jpg 1440w, https://themadeshop.com/assets/work/_1200x800_crop_center-center_82_line/Iota_Casestudy_2_2023-02-16-174232_sdlm.jpg 1200w, https://themadeshop.com/assets/work/_992x661_crop_center-center_82_line/Iota_Casestudy_2_2023-02-16-174232_sdlm.jpg 992w, https://themadeshop.com/assets/work/_768x512_crop_center-center_60_line/Iota_Casestudy_2_2023-02-16-174232_sdlm.jpg 768w, https://themadeshop.com/assets/work/_576x384_crop_center-center_60_line/Iota_Casestudy_2_2023-02-16-174232_sdlm.jpg 576w)
![Iota Casestudy 14](https://themadeshop.com/assets/work/_1920x1080_crop_center-center_82_line/Iota_Casestudy-14.jpg 1920w, https://themadeshop.com/assets/work/_1440x810_crop_center-center_82_line/Iota_Casestudy-14.jpg 1440w, https://themadeshop.com/assets/work/_1200x675_crop_center-center_82_line/Iota_Casestudy-14.jpg 1200w, https://themadeshop.com/assets/work/_992x558_crop_center-center_82_line/Iota_Casestudy-14.jpg 992w, https://themadeshop.com/assets/work/_768x432_crop_center-center_60_line/Iota_Casestudy-14.jpg 768w, https://themadeshop.com/assets/work/_576x324_crop_center-center_60_line/Iota_Casestudy-14.jpg 576w)
![Iota dots](https://themadeshop.com/assets/work/_1920x988_crop_center-center_82_line/iota-dots.jpg 1920w, https://themadeshop.com/assets/work/_1440x741_crop_center-center_82_line/iota-dots.jpg 1440w, https://themadeshop.com/assets/work/_1200x617_crop_center-center_82_line/iota-dots.jpg 1200w, https://themadeshop.com/assets/work/_992x510_crop_center-center_82_line/iota-dots.jpg 992w, https://themadeshop.com/assets/work/_768x395_crop_center-center_60_line/iota-dots.jpg 768w, https://themadeshop.com/assets/work/_576x296_crop_center-center_60_line/iota-dots.jpg 576w)
![Iota Casestudy 10](https://themadeshop.com/assets/work/_1920x1265_crop_center-center_82_line/Iota_Casestudy_10.jpg 1920w, https://themadeshop.com/assets/work/_1440x948_crop_center-center_82_line/Iota_Casestudy_10.jpg 1440w, https://themadeshop.com/assets/work/_1200x790_crop_center-center_82_line/Iota_Casestudy_10.jpg 1200w, https://themadeshop.com/assets/work/_992x653_crop_center-center_82_line/Iota_Casestudy_10.jpg 992w, https://themadeshop.com/assets/work/_768x506_crop_center-center_60_line/Iota_Casestudy_10.jpg 768w, https://themadeshop.com/assets/work/_576x379_crop_center-center_60_line/Iota_Casestudy_10.jpg 576w)
![Iota Casestudy 10](https://themadeshop.com/assets/work/_1920x1310_crop_center-center_82_line/Iota_Casestudy_10_2023-02-20-202850_lkjj.jpg 1920w, https://themadeshop.com/assets/work/_1440x982_crop_center-center_82_line/Iota_Casestudy_10_2023-02-20-202850_lkjj.jpg 1440w, https://themadeshop.com/assets/work/_1200x818_crop_center-center_82_line/Iota_Casestudy_10_2023-02-20-202850_lkjj.jpg 1200w, https://themadeshop.com/assets/work/_992x676_crop_center-center_82_line/Iota_Casestudy_10_2023-02-20-202850_lkjj.jpg 992w, https://themadeshop.com/assets/work/_768x524_crop_center-center_60_line/Iota_Casestudy_10_2023-02-20-202850_lkjj.jpg 768w, https://themadeshop.com/assets/work/_576x393_crop_center-center_60_line/Iota_Casestudy_10_2023-02-20-202850_lkjj.jpg 576w)
![Iota poker](https://themadeshop.com/assets/work/_1920x1064_crop_center-center_82_line/iota-poker.jpg 1920w, https://themadeshop.com/assets/work/_1440x798_crop_center-center_82_line/iota-poker.jpg 1440w, https://themadeshop.com/assets/work/_1200x665_crop_center-center_82_line/iota-poker.jpg 1200w, https://themadeshop.com/assets/work/_992x550_crop_center-center_82_line/iota-poker.jpg 992w, https://themadeshop.com/assets/work/_768x425_crop_center-center_60_line/iota-poker.jpg 768w, https://themadeshop.com/assets/work/_576x319_crop_center-center_60_line/iota-poker.jpg 576w)
Under Construction Now. Renting Soon.
![Iota Casestudy 13](https://themadeshop.com/assets/work/_1920x1310_crop_center-center_82_line/Iota_Casestudy_13.jpg 1920w, https://themadeshop.com/assets/work/_1440x983_crop_center-center_82_line/Iota_Casestudy_13.jpg 1440w, https://themadeshop.com/assets/work/_1200x819_crop_center-center_82_line/Iota_Casestudy_13.jpg 1200w, https://themadeshop.com/assets/work/_992x677_crop_center-center_82_line/Iota_Casestudy_13.jpg 992w, https://themadeshop.com/assets/work/_768x524_crop_center-center_60_line/Iota_Casestudy_13.jpg 768w, https://themadeshop.com/assets/work/_576x393_crop_center-center_60_line/Iota_Casestudy_13.jpg 576w)
Credits
- Creative Direction
Marke Johnson & Adam Blake
- Design
Michelle Merlin
- Animation
Marke Johnson
- Production & Launch
Kimberly Johnson
Acknowledgments
Thank you to Clay Iman, Dash Stethem, Kristen Bertelsen and the rest of the amazing team at Highland Development Company who worked with us on the Iota.