Completely overhaul the approach to branding new products (eco-friendly residential communities) based on pricing and style.
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.
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.
The original community logo had a specific style that did not translate to all of the different City Ventures communities.
The new logo system creates a clear direction for a community's visual identity based on two key factors: architectural style and price point.
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: