Holland Residential
The Society Luxury Apartments Branding

Project Overview

As Holland Residential was about to break ground on a luxury 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 the 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 hospitality & placemaking 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.

Services

Hospitality Branding
Brand Strategy
Creative Direction
Art Direction
Design
Illustration
Copywriting
Naming 
Photography
Production

The Society Luxury Apartments logo created by Incubate Design

BUILDING 1

BRADBURY
The Society Building 1 rendering

BUILDING 2

FELIX
The Society Building 2 rendering

BUILDING 3

MARGO
The Society Building 3 rendering

BUILDING 4

RUBY
The Society Building 4 rendering

BRAND STATEMENT

The Society brand story

BRAND ELEMENTS

The Society apartments branding brand book showing logo created by Incubate Design for Holland Residential
The Society apartments branding brand book showing color created by Incubate Design for Holland Residential
The Society apartments branding brand book created by Incubate Design for Holland Residential

BRAND COLLATERAL

The Society apartments branding letterhead created by Incubate Design for Holland Residential
Letterhead
The Society apartments branding brochure created by Incubate Design for Holland Residential
Marketing One-Sheet
The Society apartments branding postcard mockup created by Incubate Design for Holland Residential
Postcard Samples
The Society apartments branding mockups created by Incubate Design for Holland Residential
Resident Welcome Kit
The Society apartments branding glassware mockup created by Incubate Design for Holland Residential
Coasters & Drinkware
The Society apartments branding mockups of sunglasses created by Incubate Design for Holland Residential
Branded Sunglasses
The Society apartments branding towel and robe mockup created by Incubate Design for Holland Residential
Towel & Robe
The Society apartments branding pool mockup created by Incubate Design for Holland Residential
Branded Pool Tiles
The Society apartments brand mockups of corn hole created by Incubate Design for Holland Residential
Client-Driven Brand Extension

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.

Mockup of The Society Luxury Apartments Holland Residential webpage created by Incubate Design
Holland Marketing Website
Mockup of The Society Luxury Apartments resident webpage created by Incubate Design
Resident Website

BUILDING SIGNAGE

The Society apartments branding Logo on the Side of the building created by Incubate Design for Holland Residential
Building signage designed for The Society Luxury Apartments created by Incubate Design
The Society apartments in San Diego photo showing the brand logo on the side of the building created by Incubate Design
The Society apartments in San Diego photo showing the brand logo on the side of the building created by Incubate Design
The Society apartments branding created by Incubate Design for Holland Residential
The Society apartments branding exterior signage created by Incubate Design for Holland Residential
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.

The Society building names
The Society apartments branding created by Incubate Design for Holland Residential
The Society apartments branding created by Incubate Design for Holland Residential
The Society apartments branding created by Incubate Design for Holland Residential
The Society apartments branding created by Incubate Design for Holland Residential
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