LBPM came to GTMA seeking a name, brand identity, and website for their upcoming brand new luxury community in the Pico-Robertson neighborhood of Los Angeles. They wanted this brand to feel unconventional and like nothin ever seen before in multi-family. We were focused on crafting a sophisticated, modern, and minimalist aesthetic tailored to young, affluent professionals aged 25 - 35, and aimed to attract those seeking an alternative to flashier, more expensive areas like West Hollywood, while creating an identity that resonated with the tech-savvy and design-conscious target audience.

DESIGN NOTES:

• The chosen name “Aspekt” embodies edgy yet understated luxury, symbolizing that each residential unit offers a unique and compelling view.

• We avoided any overly complicated or gaudy elements to maintain a sleek, contemporary look that directly speaks to the lifestyle aspirations of the community’s residents.

• Inspired by the property’s interior and exterior design, the color palette utilizes high-contrast neutrals and shades of green, evoking a sense of minimalism and calm.

• The type system features simplistic sans-serif for headings and body, paired with a monospaced typeface for subheadings, creating a distinctive contrast. Headings also include an alternative design feature of highlighting important words and phrases in a sophisticated, elegant typeface with more character and contrast.

• Supporting the brand identify, a carefully curated stock photo collection reflects the property’s design aesthetics, Los Angeles location, and target demographic. These images, alongside abstract textures like concrete, wood, stucco, and plant life, add a tactile depth to the visual storytelling, further enhancing the brands architectural an interior design elements.

Overall, Aspekt’s brand identity conveys a seamless, intelligent living experience that aligns with the desires of its community, emphasizing a chic, cool, and hip lifestyle without excess.