Providing refined branding for a new apartment community

The Carson - Branding

Located in the desirable Northern Liberties neighborhood of Philadelphia, The Carson is a new apartment community anchored by a full size, on-site grocer. Our team was entrusted with developing a name, brand strategy, visual identity and website for the property that would set it apart from competitors.

Drawing inspiration from the Welsh word "caru," meaning 'love,' the name "The Carson" pays homage to Philadelphia's endearing moniker as the “city of brotherly love”. It perfectly aligns with our tagline, "love where you live." Embracing the theme, the property website exuberantly outlines five reasons why residents will love living at The Carson.

Departing from the industrial vibe that characterizes the area, our team developed a refined aesthetic that pairs a streamlined logo mark with an unexpected color palette and evocative renderings. Additionally, we designed two unique brand patterns, one inspired by the logo and another reminiscent of the property's sport court. Our team also art directed and curated captivating neighborhood photos to showcase the advantages of residing in this authentic and connected area.

Despite the property's completion still being on the horizon, the website's launch is generating immense excitement as the development will bring an array of apartment rental options and exciting retailers to the neighborhood.