The Society Luxury Apartments
Creating a sense of place and identity for living.
*Deliverables:
Research & Brand Strategy
Naming & Concept Development
Logo & Visual Identity Design
Brand Guidelines Deck
Signage Direction
Photography & Tone Direction
Marketing Collateral
*My Roles:
Design
*Client:
Holland Residential
*The Project:
The Society Luxury Apartments
Creating a sense of place and identity for living.
*Deliverables:
Research & Brand Strategy
Naming & Concept Development
Logo & Visual Identity Design
Brand Guidelines Deck
Signage Direction
Photography & Tone Direction
Marketing Collateral
*My Roles:
Design
*Client:
Holland Residential
*The Project:
The Society Luxury Apartments
Creating a sense of place and identity for living.
*Deliverables:
Research & Brand Strategy
Naming & Concept Development
Logo & Visual Identity Design
Brand Guidelines Deck
Signage Direction
Photography & Tone Direction
Marketing Collateral
*My Roles:
Design
*Client:
Holland Residential
*The Project:
Over the years, I’ve had the opportunity to work with Holland Residential to develop names and visual identities for several apartment properties, spanning from California to Oregon. While each property had its own character—its own story to tell—the process remained the same: research, exploration, and refining an identity that felt like it had always belonged.
Holland approached our team before they broke ground on their new property in San Diego, looking for a name and identity system that could capture both the lifestyle of future residents and character of the surrounding area. Through research into the area’s history, design trends, and hospitality influences, we arrived at The Society—a name that nods to California’s golden era of glamor, timeless luxury, and resort-style living.
I designed the visual identity while working in close collaboration with our team—constantly diving into the sense of place and ensuring that the tone we’d established from the start came through in every visual detail. Each of the four buildings in the community received its own sub-identity, shaped to reflect their distinct interiors and future residents. Along the way, I developed brand patterns, contributed to signage direction, and created a 64-page brand guidelines deck covering everything from logo usage and typography to on-site experience, photography, and voice.
Shout out to the team:
Creative Directors: Brian Acevedo & Dylan Nelson
Copywriter: Jason Maurer