The Soho Luxury Apartments

The Soho is a new luxury apartment community in Raleigh, SC that we had the opportunity to build a brand that matched their boutique high-end living. After researching competitors and thorough auditing, our team created logo concepts and showed them in context to ensure all brand elements work consistently regardless of where they live.

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We pulled in various Soho-inspired elements into the brand, combined with some Gatsby-style patterns and serif fonts to inspire a "home to be desired". We created a full brand with rationale around usage – to keep the brand consistent and healthy over time.