The Grid
Branding Luxury Apartments in Buffalo
Project/Client
Cedarland Development is a multi-faceted real estate company founded in Buffalo, NY. They have been one of my longest running clients and always bring exciting opportunities to the table as they lead development projects in the area. For this particular project, Cedarland was looking to create one of Buffalo’s first luxury apartment buildings aimed at students for the University of Buffalo’s downtown campus and medical workers. It’s always exciting hearing that your work is going to be featured on the side of and throughout a building downtown.
Concept & Strategy
After meeting several times with Cedarland we conceptualized the idea of ‘The Grid’ as a hub connecting its occupants to the various things Buffalo has to offer. The buildings’ location on Main Street represents a walkable community, with easy access to the campus, medical buildings and downtown areas.
Our goal was to create an identity that expressed the locations advantage and modern aesthetic while provoking thought and excitement to live in something that Buffalo hasn’t seen much of before. A simple memorable name that stands out amongst the rest.
Design Elements
I wanted the logo to be simple with modern typography, but also have some elements that could be used throughout the building and design materials. I presented the idea of using a ‘satellite view” of The Grids location on Main Street and it instantly became a hit. Incorporated into the logo are the streets that make up the corner in which the building sits on. This idea played into the name and presented us with the opportunity to use a lot of line work or ‘streets’ as elements to support the brand. For the color palette, I went with a vibrant orange and white. I felt that orange can be an underused color in the branding world, and what better way to stand out from competitors while creating a brand that feels welcoming, lively, and fun. After several iterations we landed on the below design.
Brand Applications
The brand has grown into something I am very proud of. Being able to extend guidelines to Cedarland to create their own materials as well seeing the development of the building from concept to completion was absolutely incredible. Walking in for the first time, I was absolutely floored by what we had accomplished. A luxurious, modern and vibrant space filled with accents of the orange we landed on. I have since been involved in with the creation of their website, marketing materials, and more.
Conclusion
The project was overall a success. Brands are ever evolving, but we created an amazing foundation for continued success. Most importantly, Cedarland was happy and inspired with the direction. If you have a project in mind feel free to reach out to me at stephenchristopher.creative@gmail.com or use the contact form on this site.