Aurora Apartments

The identity of a brand is what people experience every day. Apartment community branding is more than just a logo—it tells the story of people coming together to create a community worth living in.

Key Deliverables

1. Apartment Community Name Generation
2. Logo Design
3. Tagline
4. Brand Identity
5. Brand Guidelines 
6. Brand Collateral

Naming the community

It was important that everything we did—from naming the community to selecting the brand colors—was rooted in meaning. We took the history of the local community into account as well as the surrounding geography. 

The literary definition of Aurora is "the dawn."  This is a subtle nod to the surrounding areas of Sunrise Recreation, Sunrise Boulevard, and Sunrise Bikeway. Also, The first two letters are AU, the chemical symbol for Gold, a nod to community’s location in Gold River.

Crafting the resident personas

We created resident personas to help target specific groups of ideal residents. Personas represent fictional, generalized characters that have various needs and goals.

Each persona is rooted in Tapestry segmentation data. Reflecting the increasing diversity among American consumers, Tapestry includes 67 distinct market segments.