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Industry: Real Estate

Role in Project: Brand Identity

Time Constraints: 2 weeks


Uncomn is requesting a brand identity design for their new apartment complex called "The Ashton," located in Maryland Heights, MO. The building is designed with a high-end boutique feel, featuring a hotel-grade finish. The client envisions a modern seaside hotel vibe, even though the building is situated in the heart of the city. The client would like the brand identity to convey a sense of luxury, sophistication, and a welcoming atmosphere, using light and bright colors.

Target Audience:

The target audience for The Ashton apartment complex is young professionals and families who are seeking upscale living arrangements in a central location.

Brand Personality:

The Ashton's brand personality should be sophisticated, welcoming, modern, and luxurious. The brand identity should reflect the seaside hotel atmosphere that the client desires, with a city twist.

Design Requirements:

  1. Logo Design - A logo that captures the essence of The Ashton brand, including the seaside hotel atmosphere with a modern twist. The logo should be clean, modern, and convey a sense of luxury and sophistication.

  2. Color Scheme - Use light and bright colors that reflect the seaside hotel atmosphere, while still being appropriate for a city-based apartment complex.

  3. Typography - Select typography that is clean, modern, and easy to read. The font should be bold and make a statement.

  4. Brand Guidelines - The brand guidelines should cover all aspects of the brand identity, including the logo, color scheme, typography, and any additional design elements. The guidelines should ensure consistency in all branding materials.

The Ashton-Main Logo- BLK_2x.png



The logo for "The Ashton" apartment complex incorporates a wave to represent the fluidity and motion of the ocean. This wave element is combined with a font that has been designed to create a sense of flow and movement, tying back to the tagline "find your wave." The overall concept is to evoke a sense of serenity and tranquility, while also representing the dynamic and energetic lifestyle of living in a modern apartment complex.


The Ashton's brand identity conveys a modern seaside hotel atmosphere, reflecting the upscale living experience that the apartment complex offers. The brand identity aims to convey a sense of luxury, sophistication, and a modern seaside hotel atmosphere, while incorporating an interlocking "A" design to create the illusion of a wave. This style guide aims to provide guidelines and specifications for the use of Ashton's brand identity in all marketing and branding materials.


The Ashton logo is the primary visual element of the brand identity, which is designed to incorporate an interlocking "A" to create the illusion of a wave. The logo features a deep saturated pink, blue, and gold color scheme. The gold color adds a touch of luxury and sophistication, while the deep saturated pink and blue colors reflect the modern seaside hotel theme. The following are the specific color codes for The Ashton's color palette:​

Color Palette:

The color palette for The Ashton uses a luxury jewel tone palette consisting of deep saturated pink, gold, blue, and grey.

The deep saturated pink is a bold and intense color that exudes confidence and energy. It is a standout color that can draw attention and add a touch of glamour and luxury.

The gold is a warm and rich color that adds a sense of sophistication and elegance. It is a luxurious color that can convey a feeling of exclusivity and high quality.

The blue is a deep and rich color that adds a sense of calmness and tranquility. It can also evoke a feeling of trustworthiness, stability, and reliability.

The grey is a neutral and versatile color that can provide balance and contrast to the other colors in the palette. It is a sophisticated color that can add a sense of seriousness and professionalism.

Together, these colors create a luxurious and sophisticated color palette that can be used to convey a modern seaside hotel atmosphere, which is the desired theme for The Ashton.


The Ashton's typography should be clean, modern, and easy to read. The primary font is Grande, which conveys a sense of luxury and sophistication, with Witter as the secondary font choice for headings and subheadings. The body text should be set in Sattint, which is easy to read and complements the other fonts. The following are the specific font styles and sizes for The Ashton's typography:

  • Headings: Grande Regular, 36pt

  • Subheadings: Witter Bold, 24pt

  • Body Text: Sattint Regular, 16pt







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