The Willow

Brief: Develop a brand strategy, logo, and marketing package for a new luxury apartment complex in North Charleston, SC.

Description: The Willow Apartments in North Charleston, SC, boasts an easy, breezy identity package that evokes the feeling of a secluded urban oasis. This identity and collateral package reflects the curated, connected experience of the property, drawing inspiration from local willow trees and ocean sunrises. The design, pattern, and color palette are influenced by the natural beauty of the surrounding area, including Charleston and nearby beaches. 

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The visual system features interconnecting elements to emphasize the fully-connected, resort-style community. Subtle patterns of falling willow leaves nod to the oasis-like environment, reinforcing the themes of connections, community, and water throughout the design and photography.