The Creative Process Behind the Naming and Brand Narrative of Sloane Seattle for Holland Partner Group

Project overview

AFMKTG completed a naming and branding project for Holland Partner Group – Introducing Sloane, an iconic high rise that reshapes the skyline of Seattle's South Lake Union neighborhood. With architecture by Weber Thompson and interior design by Susan Marinello Interiors, this 45-story mixed-use tower is a beacon of luxury, offering 442 residential homes and 2,000 square feet of premier retail space. Sloane features an array of common amenity spaces, including a lifestyle lounge, co-working areas, fitness center, and a hidden speakeasy, all designed to cater to the exclusive tastes of its residents. West-facing views showcase the Space Needle in full view, and panoramic vistas of Puget Sound, Elliot Bay, and Lake Union. This blog explores AFMKTG’s creative process behind the strategy and naming of this iconic multifamily real estate development.

NAMING PROCESS

Our agency’s naming process includes creating a story and identity that resonates with the sophisticated target audience. For the naming of Sloane, our team embarked on a comprehensive exploration, considering the project's architecture, location, environment, and the unique lifestyle of Seattle's urban residents. We sought a name that would represent luxury and sophistication while capturing the essence of the community and its tech-driven surroundings, where companies like Amazon signify innovation and excellence. This name needed to appeal to a discerning demographic that values high-end branding, mirroring the aspirations and achievements of the area's tech professionals.

NAMING INSPIRATION

The name "Sloane" was chosen after weeks of creative visioning and rigorous research. "Sloane," is inspired by the Sloane Square neighborhood in Chelsea, where stylish young Londoners including Lady Diana Spencer lived and earned the nickname "Sloanies,” while elevating the address to a symbol of distinction. The selection of "Sloane'' not only represents the building's core qualities but also offers significant alliteration with "Sloane Seattle," allowing the building to project a powerful persona on its own.

TAGLINE

The tagline "Seattle's Most Sophisticated Address" positions Sloane as the epitome of luxury and refinement in the heart of the city. This tagline is a bold declaration of the development's unparalleled offerings and its commitment to providing an exclusive lifestyle that matches the aspirations of its residents. This tagline is a powerful component of the brand identity, reinforcing Sloane's place at the pinnacle of the city's luxury real estate market.

BRAND MARK

The brand mark for Sloane synthesizes the building's dynamic angles and the interplay of light and shadow, resulting in a logo that is both modern and timeless. The mark features sensuous curves and transitions from thin to thicker character strokes, echoing the flow of water that inspired the interior design and reflecting the building’s sleek lines. Subtle elements tie in the science of light and angles, and give opportunity for dimensions and new perspectives to arise. Movement is created through the "drip" of the "n" and the tilted angle of the "n" and the "l" stretching upwards. This design choice reflects the project's core identity, marrying the physical presence of the tower with its symbolic aspiration towards luxury and elegance.

BRAND ELEMENTS

The brand elements for Sloane mirror the distinct reflective ceiling plan, honoring the prismatic architecture from Weber Thompson. These elements will be consistently carried through all branding touchpoints—from onsite signage to marketing materials and the website—ensuring a cohesive and unified brand experience. The design choices emphasize a clean and sophisticated aesthetic that seamlessly integrates with the architectural integrity of Sloane, enhancing the overall visual communication of the brand and celebrating the prismatic architecture that defines the building.

THE POWER OF LUXURY BRANDING

Sloane is more than a residential development; it's a testament to the power of luxury branding, honoring an incredible development by many talented teams, while offering an exclusive lifestyle and elite community set against the vibrant backdrop of Seattle. The transformative work done by AFMKTG defined Sloane's identity and elevated the standards of luxury branding in the real estate sector, establishing a benchmark that resonates with discerning developers and residents alike. Sloane stands as a testament to how AFMKTG's strategic vision and creative insight significantly distinguish a project within the competitive luxury market.