“The U” will be a social space where neighbours can easily meet in the common/amenity areas. This speaks to different and multiple connections that are portrayed in the branding. The brand is clean and uncluttered, just like the exterior of the buildings which will be with the absence of “for rent” or “vacancy” signs. This clean approach will make “The U” look like a cool condo complex instead of rental units, attracting a variety of people.
The U is a rental property that is a diverse, un-pretentious, sophisticated social space for like-minded people. Some key words I took away were; “bold”, “distinctive”, “friendly/warm”, “intelligent”, “inclusive” and “creative space”. I also wanted to draw attention to the fact that “The U” would be close to Kings Road, a neighbourhood necessity.
After a couple months the client ended up changing the name of the development from “The U” to “The Rex”. The Rex means the reigning king and ties in the fact that the development will be on Kings Rd. Once the name change was final I adapted the brand platform. Fortunately, the client wanted to keep the same colours and overall look & feel, so the transition was fairly seamless.
This project was created while under the creative direction at Storydriven Inc.
The icon represents Kings Road. One of the main roads by “The U”. The road is such a neighbourhood necessity and connects people with commercial shops and transit. The spaces between forms represent multiple connections. “The U” will be a thriving hub where countless connections between neighbours will happen everyday. Having the ends open lets the icon breathe while giving off the impression on a continuous road.
For the ads I wanted to use large headlines and cheeky copy will balance the intensity and drama of the renderings. These ads are meant to attract a younger audience. The use of accent colours will be used minimally if at all, letting the rendering and copy be the main point of interest.
Since the icon is so bold with thick lines, it would easily lend itself to a variety of 3D applications. Like we stated before, The U is diverse and unique, allowing us to use a multitude of different signs. Natural materials will lend themselves nicely to the logo, since the bold lines can easily be cut from any material. The natural materials give a sophistication and unpretentious feel. These applications will make The “U” stand out from competitors.