City Ventures Branding System

Creative Direction

Strategy

Logo

Branding

Objective

Completely overhaul the approach to branding new products (eco-friendly residential communities) based on pricing and style.

Challenge

As City Ventures increased the variety of residential offerings, it became essential to customize branding for each new community to better support marketing efforts. Each community had a unique architectural style, price point, and regional story, but needed to feel like it was part of the City Venutres family.

Solution

Guided by architectural style and price point, we created a matrix that determined a logo style for each community, and high-level direction for putting together a branding kit-of-parts.

Community Logo 1.0

The original community logo had a specific style that did not translate to all of the different City Ventures communities.

Community Logo 2.0 System

The new logo system creates a clear direction for a community's visual identity based on two key factors: architectural style and price point.

  • Modern Architecture + Low Price Point
  • Modern Architecture + Medium Price Point
  • Modern Architecture + High Price Point
  • Traditional Architecture + Low Price Point
  • Traditional Architecture + Medium Price Point
  • Traditional Architecture + High Price Point

Branding Kit-of-Parts for Communities

To allow each community a customized visual identity, we created branding kit-of-parts that allowed for some design flexibility, while still maintaining a tie to the overall City Ventures brand. Each kit included a new logo and the following:

  • Short- and Long-form Positioning Statements
  • Community Tagline
  • 1-2 Primary Colors
  • 2-3 Secondary Colors
  • 5-8 Designated Lifestyle Photos
  • 1 Custom Pattern or Texture
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