Foster Flats
Branding
More than 113 people a day are moving to Charlotte, NC and the developers are following with new apartments, neighborhoods, restaurants, and concepts. New things win…if they’re branded right.
Maybe you need to get out more?
Our developer client was motivated by the San Francisco/New York concept of smaller shared living spaces. Inspired by the insight that there are people who live life for experiences, we decided on the main archetype of the urban explorer. The brand that followed was designed as a place to rest your head and then immediately get back out into the world. We built a multicolored brand image, vibe, and visual ID to represent the creative, vibrant, and outgoing nature of the city. The colors represent different cultures of people coming together and mimic the iconic twinkling lights across a cityscape at night. Simply said: we built a logo for an apartment complex that discouraged people from staying IN the apartment complex.
