To update the existing Simmons Park logo, we incorporated a new font while maintaining the original S and P letterforms to ensure continuity. Additional lockups were created for flexibility across various applications—including a new stacked version that features the icon as a distinct design detail, nodding to the property’s coastal location. On a more technical level, letterforms were customized for optimal width and legibility, and the divider line was refined to be thinner than in the original design.

This curated palette balances the sophistication of luxury living with a vibrant, welcoming atmosphere. Marine Blue and Lagoon set a serene, stable foundation, while Celadon and Sandstone add coastal hues with warmth. Magenta and Orange Zest provide energetic accents that ensure the brand feels both modern and inviting. Together, these colors create a cohesive and dynamic brand identity, appealing to potential residents who seek both comfort and style.

We developed patterns inspired by wallpaper and fabrics found throughout the property. This choice connects the brand identity with the physical spaces residents encounter, creating a sense of harmony. The editorial-style collateral incorporates thick, contemporary borders and negative space, allowing the brand’s saturated colors to take center stage against crisp backgrounds.