A sophisticated and welcoming brand for an upscale apartment building just steps from California's State Capitol.
We took inspiration for the naming of this project from the architect who created the iconic state capitol building. The modular style of the exterior also influenced the square logo and design elements.
Inspired by the property’s location just down the mall from California's state capitol, the namesake comes from the architect of the state capitol building, M. Frederic Butler. A clean sans serif was used as the primary typeface for the brand and logo, with an accent of a script to add an authentic, personable flare. A secondary seal was also created—a sort of stamp of approval.
With a name like Frederic, the brand begged for a personality all its own. This building spoke directly to the renter, with clever empowering quotes from Frederic, to communicate the building's character and selling points.
A variety of stationery was created, which helped communicate a cohesive brand to prospects and current residents. The business cards featured varied backs in the brand palette, as well as a sketch of the capitol building, honoring the brand's namesake. We also branded the penthouse units "Signature Apartments" supporting the endorsed aspect of the brand.
A simple folded print piece was designed for the leasing team to share with prospective residents. This solution offered a more economical approach to a traditional multi-page brochure, while still providing agents with a physical piece to handout on tours or at community events.
UpShift developed a custom website highlighting the best of The Frederic, while infusing the brand personality throughout.
We developed a UI to provide multiple ways to search for an apartment (by plan, by availability, and by floor) and integrated it seamlessly with their property management software, Yardi's Rent Café, to pull in real-time pricing and availability.
Working closely with the project's architect, LPAS, we developed wayfinding, unit IDs, marquee signage. Leasing signage was designed and a key factor in driving traffic during lease-up.
We also worked with the architect to create unique artwork throughout the buildings amenity and community spaces. These helped make the brand feel even more like an extension of the property and interior design.
In a fun nod to the history of Sacramento, we developed naming for specific amenity spaces, like the Clubroom. The brands secondary mark was incorporated into the floor through a mosaic tile detail.