Epoch Residential approached us to craft a vibrant and youthful brand identity for their new apartment community. Drawing inspiration from the lush, natural surroundings of Sonceto, we used nature as the foundation for the design, reflecting the environment’s beauty and vitality in the branding. To capture the essence of the Floridian landscape surrounding Sonceto, the brand’s design incorporated motifs inspired by the region's diverse natural elements. The branding reflects the lush woodlands through organic patterns and earthy tones, evoking a sense of tranquility and connection to nature seen in the slab-serif wordmark. Swampy terrains influenced textures and shapes, incorporating fluid, flowing lines that mimic water and vegetation as captured in the icon. The vibrant Floridian flora inspired pops of color and botanical accents, creating a harmonious blend that celebrates the unique beauty of the environment while establishing a modern and youthful identity.
As the Art Director, my approach was to standout amongst the competing market. By grounding its identity in the natural beauty of the Floridian landscape, as opposed to the sterile, corporate look of many nearby apartment complexes. While other living spaces may use standard, minimalist layouts and generic color schemes, Sonceto’s brand embraces organic textures, warm earth tones, and botanical motifs that reflect the surrounding woodlands and swamps. This connection to nature gives Sonceto a welcoming, tranquil feel, creating an atmosphere that feels less transactional and more personal, appealing to those seeking a lifestyle rooted in serenity and natural beauty.