The developers of this new apartment complex came to Flux before the building was even built to craft a full brand identity from the ground up. The architecture and design of the building is inspired by California mid-century modern homes, and the secluded Brentwood location, rich with luxury amenities for well being, feels like an oasis in the city. We created a brand position that expressed the building’s emphasis on privacy and verdant, open spaces, inviting residents to “discover a hidden gem.”

The name Respara was derived from the Italian word for breath, bringing to mind rest, relaxation and retreat. We developed a visual language focusing on warm, natural colors and elegant, handwritten script, recalling sunlight, gardens and attention to fine details.