flux branding
Live your true potential.
We embarked on an exciting project to develop a distinctive brand for Cityview’s newest building in Downtown LA. From initial audience and location studies all the way through to final signage, we built this brand from the ground up. Welcome to Jasper.
Client
Cityview
Hospitality
Jasper
- Positioning
- Naming
- Identity
- Signage
- Marketing Collateral
Insights Report
Understanding the building's surroundings and the preferences of its prospective tenants was crucial for crafting a successful brand strategy. We conducted a comprehensive location and audience study, analyzing demographic data, market trends, and competitor analysis. This research provided valuable insights into the target audience's lifestyle, preferences, and aspirations, enabling us to tailor the brand to their needs.
Naming
After extensive brainstorming sessions and market research, we chose the name “Jasper” for its strong associations with luxury, sophistication, and urban elegance.
Positioning
We positioned the building as a premium residential space that seamlessly integrates urban living with health and wellness. The key differentiators highlighted were its prime downtown location, modern amenities like gym and pool, and elegant design, catering to young professionals seeking to push themselves to improve.
Identity
We opted for a more masculine identity with clean lines and a dark blue palette to evoke a sense of modernity and sophistication. The logo’s design elements reflected the building’s architectural features, showcasing its sleek and contemporary design.
Signage and Collateral
We carried the foundational brand assets across signage and collateral including digital and print brochures, a splash page and full leasing website, and other promotional materials like notebooks, postcards, and swag.
