Primrose
(Client Concept)

Client Concept
Property Name: The Haven
Location: Midtown Phoenix, AZ
Property Type: Class-A Luxury Community, 2-story garden community
Target Demographic: Working professionals aged 25-45
Established: Built in the 1950s, last renovated in 2016
Challenge: Leases are down, and the property faces competition from newer communities emerging in the Midtown Phoenix area.

Objective:

The goal is to revitalize The Haven's brand to attract new residents by repositioning it as a luxurious, community-focused living space with a strong emphasis on modern amenities, classic charm, and midtown Phoenix’s dynamic lifestyle. This will involve refreshing the property's brand identity, messaging, and visual aesthetics to create a more compelling offer against the competition.

Strategy
- Research
- Positioning
- Brand Platform
- Messaging

Identity
- Logo Design
- Tone & Voice
- Visual Design System
- Brand Guidelines

Experience
- Creative Direction
- Packaging
- Branded Environments
- Print Collateral
- Signage
- Print Production Design
- Retouching