Real estate investment firm The Martin Group asked Chen Design to create a distinctive identity for a property in the early stages of construction, located in the heart of Downtown Oakland.
Alice House is an art deco-inspired residential building situated on a quieter street, and provides a tranquil escape within a fast-paced urban environment.
Scope of Work
MARKET RESEARCH
NAMING
CUSTOMER INSIGHTS
POSITIONING
PURPOSE & VALUES
CONTENT STRATEGY
VISUAL IDENTITY
PHOTOGRAPHY
Our Strategic Process Beginning with market research and strategy workshops, we established a brand foundation that would appeal to working professionals and younger millennials, positioning Alice House as a restorative haven amidst the busyness of city living. We also conducted naming explorations and facilitated a second workshop with stakeholders to land on the name Alice House, which represents a more intimate and community-focused living space. |
|
Our Strategic Process
Beginning with market research and strategy workshops, we established a brand foundation that would appeal to working professionals and younger millennials, positioning Alice House as a restorative haven amidst the busyness of city living.
We also conducted naming explorations and facilitated a second workshop with stakeholders to land on the name Alice House, which represents a more intimate and community-focused living space.
|
A Calming Identity The brand identity for Alice House evokes a sense of tranquility and contentment, with a subtle touch of storybook whimsy. The wordmark uses a bold serif balanced with a simple sans-serif, achieving a timeless and welcoming feel. The colors are inspired by Lake Merritt’s local flora and fauna. |
A Calming Identity
The brand identity for Alice House evokes a sense of tranquility and contentment, with a subtle touch of storybook whimsy.
The wordmark uses a bold serif balanced with a simple sans-serif, achieving a timeless and welcoming feel. The colors are inspired by Lake Merritt’s local flora and fauna.
|
Local Snapshots We produced photography for promotional use on digital and physical brand assets, walking around the neighborhood with cameras in hand to highlight the surrounding natural landscape and Alice House’s proximity to both Lake Merritt and downtown neighborhoods. |
Local Snapshots
We produced photography for promotional use on digital and physical brand assets, walking around the neighborhood with cameras in hand to highlight the surrounding natural landscape and Alice House’s proximity to both Lake Merritt and downtown neighborhoods.
“Chen Design’s strategy-based approach to design delivers results that play off market trends, resonates with customers and guarantees success for our products. It is such a relief to work with a team that delivers high-quality, thoughtful results each and every time.”Kate Osler, Director of Marketing & Leasing
