Ascend Five points south

Ascend Five Points South is a new apartment build in Birmingham, Alabama targeted towards UAB students. This student housing development wanted a brand that was vibrant, bold, and modern but still captured the character of the Five Points neighborhood. The interior renderings they gave us had a lot of unique pieces including mismatched light fixtures and a painting of a bird in a top hat. Bridging the gap between the eclectic

decor and the modern brand was definitely a challenge. To begin the process I started in my sketchbook, I experimented with different letterforms and shapes to try and find something that straddled the line between too modern and too eclectic. I enjoyed playing with the idea of a bird 'ascending' but it came off more quirky than the client was willing to go.

We chose a navy blue primary to match the interior style presentation they showed us and included a bright red, magenta, and teal to keep the scheme vibrant. Additional brand elements included a pattern made up of several randomly sized diamonds in each of the brand's colors, either filled in or outlined. This helped keep the pattern fresh and unique every time it was used.

The floorplan cards are designed from architectural drawings and are stylized to mimic the logo and to reinforce the brand attributes. Overall, I believe this brand accomplishes the goal set out by the client to create a brand that respects the neighborhood while also putting a classic spin on it. To see more check out AscendFivePoints.com

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The bizarre interior would stand out on its own so making the icon too eccentric would have been overwhelming. The busier icons were ruled out and it became clear that a more simple icon would be the best direction to go. Taking the advice of our Art Director, I started working on different badge styles. By combining a more modern icon with a more traditional font I was able to find a style that was somewhere between 2020 and 1887 when the neighborhood was built. We both liked the diamond direction and this quickly became the favorite concept. After sending it off to the client, they agreed and we continued to build out the brand.

Ascend Five points south

Ascend Five Points South is a new apartment build in Birmingham, Alabama targeted towards UAB students. This student housing development wanted a brand that was vibrant, bold, and modern but still captured the character of the Five Points neighborhood. The interior renderings they gave us had a lot of unique pieces including mismatched light fixtures and a painting of a bird in a top hat. Bridging the gap between

the eclectic decor and the modern brand was definitely a challenge. To begin the process I started in my sketchbook, I experimented with different letterforms and shapes to try and find something that straddled the line between too modern and too eclectic. I enjoyed playing with the idea of a bird 'ascending' but it came off more quirky than the client was willing to go.

The bizarre interior would stand out on its own so making the icon too eccentric would have been overwhelming. The busier icons were ruled out and it became clear that a more simple icon would be the best direction to go. Taking the advice of our Art Director, I started working on different badge styles. By combining a more modern icon with a more traditional font I was able to find a style that was somewhere between 2020 and 1887 when the neighborhood was built. We both liked the diamond direction and this quickly became the favorite concept. After sending it off to the client, they agreed and we continued to build out the brand.

We chose a navy blue primary to match the interior style presentation they showed us and included a bright red, magenta, and teal to keep the scheme vibrant. Additional brand elements included a pattern made up of several randomly sized diamonds in each of the brand's colors, either filled in or outlined. This helped keep the pattern fresh and unique every time it was used.

The floorplan cards are designed from architectural drawings and are stylized to mimic the logo and to reinforce the brand attributes. Overall, I believe this brand accomplishes the goal set out by the client to create a brand that respects the neighborhood while also putting a classic spin on it. To see more check out AscendFivePoints.com

< BACK TO WORK
NEXT PROJECT >