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 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.