PROBLEM

Develop a name, brand, and signage for a new residential property in Santa Clara. The property has numerous competitors, including two across the street. The brand needs to connect with prospective residents and represent the essence of the property.

APPROACH

As the project lead at WeidnerCA, I started by surveying brand stakeholders to identify the pillars and tenets of the property, and worked directly with the interior architect to review proposed building finishes and early renderings to inform brand design choices.

My findings during the research and development phases pointed to the need for a refined and understated brand with an air of upscale elegance, while honoring the unique features of the building.