As frequent visitors of the park ourselves, we were familiar with the inherent beauty of the area. We knew we had to translate that beauty into the brand expression.
The differentiating angle of this community is the fact that it's well positioned to offer a natural escape from the daily grind. To express this, we centered the identity around a series of abstract photographs made at Sweetwater Creek State Park. The abstraction of the images represent a contemplative sense of respite from city life.
The brand voice works hand in hand with the visual identity, providing a tone that's both aspirational and natural.
Natural colors and elevated typography complement the imagery of the brand, giving Greystar a robust visual toolkit to bring this property to life.