Populus

Populus

Biophilic design, seasonal cuisine, and mindful hospitality in the heart of Denver.

 

OPPORTUNITY

Populus will be the first carbon-positive hotel in the United States. Authentically rooted in nature, the hotel will feature 265 modern guest rooms, a ground floor restaurant, flexible event spaces, a coffee bar, a signature rooftop bar and restaurant offering unobstructed views of the mountains, city skyline, and Civic Center Park, and an iconic Aspen tree-inspired design by AD100 architecture firm, Studio Gang. Its first building in Colorado, Studio Gang designed the hotel with distinctive window shapes informed by studying the characteristic patterns found on Colorado’s native Aspen trees (Populus tremuloides).

As the country’s first carbon positive hotel, Populus’ embodied and operational carbon footprint is being offset through forest and agricultural collaborations that sequester more carbon than the building emits throughout its lifecycle – having a net positive impact on climate change and leaving the planet in a better place.

– Urban Villages

APPROACH

Our approach with Populus was rooted in harmonizing luxury with environmental responsibility, partnering with Urban Villages and Aparium Hotel Group to bring nature into Denver’s urban core. Guided by a shared reverence for the natural world, we crafted a brand environment where the hotel’s identity could thrive, balancing input from art directors, interior designers, hotel operators, and urban developers. We built a cohesive brand identity, including messaging, icons, fonts, colors, and a custom website that brings Populus’s ethos to life in both the digital and physical realms. Our work extended to meticulously designed collateral like custom tote bags, felted coasters, and many other eco-conscious amenities, creating a seamless, responsible guest experience across all touch points.

Our branding approach for Populus was rooted in a deep reverence for nature, infusing every element of the guest experience with cues from the natural world. The color palette draws directly from the Colorado landscape: earthy neutrals, rich greens, and a pop of golden yellow that mirrors the changing hues of aspen leaves. We selected elegant yet grounded typography to balance luxury with approachability, and incorporated custom design elements that evoke movement through space, mirroring the fluid transitions between indoor and outdoor environments.

Every touchpoint was thoughtfully considered: felted coasters nod to natural materials, bright yellow umbrellas add a joyful and unexpected moment of color, and wooden-textured key cards serve as subtle invitations to step outside.

Layered Storytelling

Art is a central part of the guest experience and a direct extension of the brand’s values. Unlike typical hotels that rely on stock artwork, every piece within Populus was thoughtfully selected or commissioned to deepen the connection to place and the natural world. To honor this intention, we created an interactive artist gallery that invites guests and digital visitors alike to go beyond the surface. The website allows users to explore the artists behind the work, uncover the inspiration and process behind each piece, and understand why it was chosen specifically for Populus.

One Night One Tree

To bring Populus’ climate-forward initiative to life, we developed a visual identity that communicates both purpose and optimism. For every night booked, a tree is planted through a partnership with the National Forest Foundation, supporting regionally specific reforestation efforts across Colorado. Designed to align with Populus’ values of regeneration and responsibility, the campaign combines storytelling with measurable impact. With a goal of planting 55,000 trees in 2025, One Night, One Tree transforms hospitality into habitat restoration—one guest at a time.