RESA Branding Journey
Located at the intersection of Third and Pacific Avenues in Downtown Long Beach, Resa is a luxury apartment project developed by the Holland Partner Group. AFMKTG had the privilege of being tasked with naming and branding this exceptional development. Our mission was to create a fully integrated branding experience that not only reflected the vibrant community and culture of Long Beach but also set a new standard in multifamily branding for the neighborhood.
Project Overview
Resa, which means "passage" in Swedish, beautifully integrates an open-air corridor into its first-level architecture. This design fosters a sense of community and connection, seamlessly linking residents with the greater Long Beach area. Our role in this project was comprehensive, covering every aspect of the brand development process.
Scope of Work
Naming
Visual Brand Identity
Brand Guidelines
Colors and Fonts
Brand Strategy
Buyer Persona Development
Copywriting
Art Direction
Signage Concepts
Creative Direction
The name "Resa" was inspired by the project's architectural features, emphasizing the theme of passage and connectivity. This theme influenced all aspects of our branding strategy, from the logo design to the overall brand narrative.
Brand Identity
Our brand identity for Resa was designed to be authentic, curated, artful, and elevated. We aimed to capture the essence of Long Beach—its diversity, creativity, and street-art culture—while also appealing to the sophisticated tastes of the Resa renter.
Visual Elements
Logo: The primary mark features an absence of color to create a refined, sophisticated presentation. The logo's design includes a passageway element within the “A” character, reflecting the project's architectural theme.
Color Palette: A neutral, tone-on-tone palette with a citron accent for contrast, adding unexpected excitement to the otherwise calm color scheme.
Typography: The typefaces were chosen for their modern, clean lines, enhancing the brand's approachable yet polished feel.
Signage and Art Direction
Signage Concepts: Signage incorporates organic shapes and textures, inspired by sculptural art, to create a cohesive aesthetic throughout the property.
Material Finishes: We recommended brushed metallic materials to reflect the approachable yet elevated feel of the interiors.
Brand Tone and Direction
Resa’s brand voice is designed to be approachable and authentic, speaking to the uniqueness of Long Beach and the renter profile. The copy is conversational and matter-of-fact, with an emphasis on smart titles, playful words, and emotion-evoking statements. Our brand speaks to all people, regardless of age, gender, ethnicity, or origin, making it relatable to a broad audience.
At AFMKTG, multifamily branding is where we shine. Our deep knowledge and experience, from real estate leasing to launching standout brands, enable us to build brands that are true to the communities they serve. For more information on how AFMKTG can help elevate your multifamily development, contact us today. Let's create magic together!
