Brand Identity Program
Industry: Real Estate Development
Client: Avistele Lifestyle Communities
Overview: The founder of property management group RenaissancePG had a vision. To create residential communities where values are shared, respect is mutual and a caring, small-town environment prevails. By buying and renovating existing apartments, RenaissancePG hoped to change the paradigm of multi-family housing: instead of cold, impersonal complexes, these would be vibrant, supportive communities.
Objective: Rename RenaissancePG to capture the essence of the brand while creating a memorable and unique name as well as a meaningful and scalable identity system.
Brand Design: First we created a distinct visual and verbal expression for the brand identity based on the strategy and new name, Avistelé. The visuals from graphics to lifestyle photography were created to represent the warm, approachable tone of the brand. The verbal expression was translated through new naming conventions and relevant messaging applied to all marketing materials. Then the brand identity was implemented creating an entire brand experience from web to sales tools to signage to vehicles to advertising.
Results: The identity design provided a visual and verbal hierarchy to ensure a consistent yet unique impression for each community and a platform scalable for new developments. Our templated approach was systematic with production effeciencies in mind giving the corporate office control of 70% of the brand and each community flexibility to customize materials to reflect their distinct cultures.
Deliverables: Brand Strategy > Name > Positioning > Messaging Nomenclature > Visual Identity > Business Materials > Sales Tools > Website > Environmental Branding & Signage > Advertising > Promotions > Merchandise