Services: Naming, Brand strategy, Brand identity, Web design
HLC Equity came to us with an ambition to make rental living about more than the apartment. With communities in Dallas-Fort Worth, Texas, and Durant, Oklahoma, Layers brings together flexible renting, hospitality and opportunities to connect. Conventional and serviced apartments accommodate different lengths of stay, while co-working spaces, fitness classes, guest speakers, live music, food tastings and community events give residents opportunities to learn, work and grow where they live.
We developed the name Layers to express what happens when different people, interests and ambitions come together to form the fabric of a community. The brand needed to reflect both the flexibility of the living experience and the desire for a place to belong. Each resident brings something of their own; together, they create something richer than any individual.
That idea became a dynamic mosaic of colors, with distinct elements moving and coming together to form a larger whole. We created a coordinated icon system to give the brand’s principles and services – from culture and co-working to flexible renting – a clear, recognizable expression. The colors, movement and icons brought the different layers of the experience into one visual identity.
Online, the mosaic became a navigation device, organizing content, stories and information in a dynamic and memorable way. The website connected the places to live with the life around them: shared spaces, on-site services, wellness programs and the people who make each community its own. “Live differently, together” brought the idea into a few words, inviting residents to become part of that fabric.
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Services: Naming, Brand strategy, Brand identity, Web design
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