The Vicara is settled in a walkable and ideal location in Olympia, Washington. Well-constructed and intentionally built, these apartments are designed for individuals and families looking to take the next step in their home, career, and family life. The apartments are in an accessible location, safe community, and offer access to various amenities such as a 100-acre park. They are quality living spaces, built solid and reliable, but the focus is on nestability. Instead of feeling like a temporary space, tenants have the freedom to make the space their own. This creates a sense of comfort to those that live there.
Through our brand strategy process, we identified the need to flip the script on what a typical apartment rental is like and challenge the stigma of the rental industry. By identifying a target market comprised of people who wanted more than an apartment, a brand was created where people reimagined their rentals as a home, not just a place to put a roof over their head. With solid construction and intentional details, The Vicara is built to last and positioned to expand into multiple locations in the future.
Brand Strategy
Brand Identity
Brand Execution
Website
Olympia, Washington
The result is a brand that attracts the ideal tenant by showcasing an environment people are proud to be a part of. The brand strategy and identity has legs to expand into future locations to provide desirable rental housing.
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The brand needed to stand out in an overly saturated rental industry and appeal to a market of individuals craving a rental living space where they feel welcomed and valued.
Develop a brand where tenants feel valued and that their needs are being met at the same level as a homeowner. Position the brand to expand into additional locations in the future. Attract families and individuals who care about details such as livability, an accessible location, and thoughtful design.
Every detail emanates the intentionality of The Vicara and elicits a cool vibe, overall creating a unique brand. To communicate nestability, the logo features breaks in the letters, layering was incorporated into a geometric pattern, and the colors create a rich, jewel-tone palate. The elegance of the brand is achieved through cursive lettering within the logo, as well as cursive included in the typography options.
Hardy facilitated a multi-phase brand launch that considered everything from employee-owner training to the ‘why pay more’ signs. The first step was to train all leadership staff on the new strategy. By providing consistent language, their leadership team has the tools to communicate the brand to all employee-owners and customers, utilize it in hiring, and lean on it for business decisions. To support the high level of service T&C is known for, we created talking points, rack cards, and tools that empower employee-owners to answer questions customers may have.
The Bridger Brewing team wanted to be prepared to can and distribute its beer after opening its second location. AMS partnered with Bridger Brewing for packaging design concepts. The first step in the packaging process involved a strategy session in which the unique identity of each beer was explored and dissected. Several concepts were then sketched out. Once a concept was selected for each beer, custom illustrations were created for cans and boxes. The result is a full lineup of beers, each with its own design that is unique while still clearly a member of the Bridger Brewing brand.
The longest line you’ll see comes from a reel.
Big ideas are best discussed on the back of a pickup.
