RESA

Branding
Mockups
Signage
Buildings|Renderings

Come & Go, As You Are, at Resa, a street-style inspired brand for Holland Partner Group.

AFMKTG was tasked with naming and branding this project, located at Third & Pacific Avenues in Downtown Long Beach. Our goal was to create a fully integrated branding experience throughout the development and to also integrate, but also impact the designer’s approach.

The scope of this project included: Naming, Visual Brand Identity, Brand Guidelines, Colors, Fonts, Brand Strategy, Buyer Persona Development, Copywriting, Art Direction & Signage Concepts.

Thank you Holland Partner Group for your collaboration on this incredible project, we can not wait to see it come to life!

As the Swedish word for passage, Resa calls attention to the project's unique integration of the open-air corridor into its first-level architecture. This structural element creates an opportunity for a passage between community members, commerce, and the greater Long Beach area. This name is true to form, horning the architecture & interior design qualities of the project. (Note the “passageway” in the A” in the mark.)

To compliment incredible interior architecture developed by @arielfoxdesign, our brand mark features an absence of color to create a refined and elevated presentation. Paired with the organic shapes, textures and unexpected movement in elements like the unit ID & floor level signage, we retain an element of playfulness and whimsey.

The Resa Renter values individuality, uniqueness and a thoughtful brand story, and Resa’s tone and direction mirrors this desire. Unpretentious and grounded, the brand captures the authenticity of Long Beach and speaks to all people, noting the diverse population of the region.