Holland Residential set their sights high when they broke ground on what will become Koreatown LA’s most elevated high-rise luxury apartment building. To help establish a namesake and brand identity, they turned to Incubate for help in capturing what it means to live in luxury at the epicenter of LA culture, art, and culinary adventure. Hallasan, meaning “high enough to pull the universe,” is the name of South Korea’s highest mountain where we found inspiration from its status as an active volcano–always in the process of reinventing itself, much like the people of LA. Our logo mark references this sense of status and culture with its gestural, peak-like brush stroke and gold accents to represent the sunshine and glamor of LA. This language extends throughout the rest of the property’s branding, through its writing & tone direction, photography direction, interior and exterior signage direction, on-site experiences, marketing materials, advertising, website direction, and branded collateral.