I was approached by Echelon, an upscale apartment complex in Brooklyn, New York, to help them develop a new brand identity. As a branding designer, I was tasked with creating a new logo and visual style, as well as designing a branding book and various marketing materials. The goal was to create a brand that was luxurious, high-end, and elegant, reflective of the upscale lifestyle offered by Echelon's apartments.
Creating something that was unique, minimalistic, and luxurious.
One of the key challenges I faced when designing a brand identity for Echelon was creating something that was unique, minimalistic, and luxurious. Echelon wanted their brand to stand out in a crowded market and reflect the upscale lifestyle offered by their apartments, so I needed to come up with a design that was sophisticated, high-end, and memorable.
To overcome this challenge, I drew inspiration from brands in the hotel and technology industries, such as Apple, which are known for their minimalist, luxurious designs.
I also used my expertise in branding to develop a design process that focused on creating a cohesive, professional brand that would reflect Echelon's upscale image.
One of the key components of this process was the design of the logo, which I wanted to be memorable and reflective of Echelon's brand attributes. I ultimately settled on a minimalistic, elegant symbol that represents a building, which I paired with a sleek, serif font to create a cohesive, high-end aesthetic. The resulting logo is unique, sophisticated, and reflective of Echelon's luxurious brand.
After the look of the logo was finalized we moved to expand this into a full brand identity. This later drived our decisions when creating print, and digital products.
