The OVerland

As Denver's newest apartment building, The Overland wanted to make a splash with their new brand. The design aesthetic they showed us had a lot of bold accent colors combined with light wood so we wanted to make sure the brand would accentuate the interior and exterior of the building. The management group wanted to target young

professionals, couples, and newcomers to the area by creating an urban, modern, and bold brand. They mentioned using the building as inspiration and some of the alternate concepts used the silhouette of the building, [Pictured in the Logo Graveyard] but instead, they decided to go for a logotype instead.

Pulling further inspiration from the building yellow and grey became the two primary colors of the brand. As requested in the brief, we paired these two primaries with bright accent colors, salmon and periwinkle. During my brand exploration I messed around with the idea of shortening the name to OVRLND, although skeptical at first, after the client saw the abbreviated badge they ended up making the website URL TheOvrlnd.com and including the abbreviated icon as an extension of their normal logo. Below you can see this secondary icon used

on the inside fold of this custom brochure. The client requested a unique layout that unfolded like a map. This was a fun challenge but ultimately I was able to fit all the information we wanted to cover, including sitemaps, floorplans, amenities, and community photos. I really enjoyed working with the client on this project. They were open to our suggestions and I think it helped us create a brand that reflects the aesthetic of the building while also being bold and modern like they mentioned in their brief.

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The logo concept the client decided to go with is a custom type option altered from the typeface Purista. I was inspired by other designers stretching and manipulating text and wanted to experiment with the style. The client requested to have a vertical option to fit on the side of the building as well as a horizontal option for any collateral. To make sure that we were meeting this request I developed a flexible brand that could be shaped into any size or shape. I tucked the A into the leg of the L, stacked the V and the E and stretched the O, R, N, and D to a more consistent size. This gave me the ability to reposition the letters in any arrangement.

The OVerland

As Denver's newest apartment building, The Overland wanted to make a splash with their new brand. The design aesthetic they showed us had a lot of bold accent colors combined with light wood so we wanted to make sure the brand would accentuate the interior and exterior of the building. The management group wanted to target young

professionals, couples, and newcomers to the area by creating an urban, modern, and bold brand. They mentioned using the building as inspiration and some of the alternate concepts used the silhouette of the building, [Pictured in the Logo Graveyard] but instead, they decided to go for a logotype instead.

The logo concept the client decided to go with is a custom type option altered from the typeface Purista. I was inspired by other designers stretching and manipulating text and wanted to experiment with the style. The client requested to have a vertical option to fit on the side of the building as well as a horizontal option for any collateral. To make sure that we were meeting this request I developed a flexible brand that could be shaped into any size or shape. I tucked the A into the leg of the L, stacked the V and the E and stretched the O, R, N, and D to a more consistent size. This gave me the ability to reposition the letters in any arrangement.

Pulling further inspiration from the building yellow and grey became the two primary colors of the brand. As requested in the brief, we paired these two primaries with bright accent colors, salmon and periwinkle. During my brand exploration I messed around with the idea of shortening the name to OVRLND, although skeptical at first, after the client saw the abbreviated badge they ended up making the website URL TheOvrlnd.com and including the abbreviated icon as an extension of their normal logo. Below you can see

on the inside fold of this custom brochure. The client requested a unique layout that unfolded like a map. This was a fun challenge but ultimately I was able to fit all the information we wanted to cover, including sitemaps, floorplans, amenities, and community photos. I really enjoyed working with the client on this project. They were open to our suggestions and I think it helped us create a brand that reflects the aesthetic of the building while also being bold and modern like they mentioned in their brief.

< BACK TO WORK
NEXT PROJECT >