As the Holland Partner Group was about to break ground on a four-building residential community in the heart of San Diego’s Mission Valley, they asked Incubate to name and brand the project from the ground up. After a deep dive into the lifestyle of the intended residents, history of area, and proximity to the larger San Diego area we named and branded the new community as The Society. “The Society” is a nod to California’s golden era where timeless luxury, glamor and vacation resort-like amenities can be found around every corner. Additionally, each of the four buildings were named and given independent sub-identities to capture the individual building’s interior design style and residents for each building. The Society’s branding was brought to life through an extensive 64-page Brand Guidelines deck that highlights the brand manifesto, logos, logo usage, colors, brand patterns, typography, writing & tone direction, photography direction, interior and exterior signage direction, on-site experiences, marketing materials, advertising, website direction, and branded collateral.
Brand Identity & Collateral Materials
Brand Positioning & Strategy
Photography & Writing Direction
Resident Welcome Kit
Coasters & Drinkware
The spirit of The Society will carry over to its external website, conveying a branded look and voice, while still fitting within the Holland property design template. The same authentic and candid imagery will be used throughout, making the property feel relaxed, luxurious and inviting. Visitors will be able to quickly navigate to individual building pages to explore their differences in detail and check out the apartments.
Holland Marketing Website
The Society Building Naming Directions
Individual building names fit with the spirit of The Society, but in a more personified way. Bradbury, Felix, Margo and Ruby were conceived to feel like timeless characters, evoking a sense of camaraderie at The Society, while reflecting the unique personality of each of the buildings.