Scaling a Boutique Brand Without Breaking It.
The Challenge
Two companies, one vision—one brand to build it. When FCA Management and Bonaventure merged, they didn’t just need a new name—they needed a brand that could scale with precision. Vest Residential was born from shared values of stewardship and excellence, but in a category where scale often muddies clarity, the challenge was sharp:
Create a brand that’s consistent across dozens of communities—but still feels personal.
Our Strategy
Build a brand that thinks like an owner—everywhere.
- Strategic Discovery
We listened before we built—mapping values, leadership philosophy, and market needs. - North Star & Positioning
Defined a clear brand promise rooted in owner-level care and selective partnership. - Naming
“Vest” signals protection and empowerment—succinct, strong, and purposeful. - Visual Identity
Designed around clarity, trust, and calm—with a modern logo, color system, and motion assets. - Core Tools
Created “The Six Vs” values framework, brand video, narrative decks, and templates for email, presentations, and social.
