Client:
Emory Old Town is an apartment community in the vibrant Old Town Scottsdale, AZ, just steps from local restaurants, bars, and shopping.

Assignment:
The goal was to reimagine Emory Old Town with a fresh, upscale visual identity that would help shift its reputation. Previously known for loud crowds and parties, the rebrand aimed to attract more responsible and community-focused renters. Paired with updated marketing strategies and new physical amenities, the look and feel needed to evoke a "desert oasis" vibe—elevated yet inviting.

Solution:
The branding embraced the concept of a sanctuary in the desert, with a primary logo featuring a prickly pear icon, a symbol of Arizona, paired with a serif font for sophistication and a script font to add personality. Hand-drawn icons inspired by Arizona elements and the property’s architecture were created to be used independently or in playful patterns. The color palette grounded the brand in deep browns and reds with vibrant pops of green, evoking the natural beauty of the desert. A subtle dot texture was introduced to add depth, tying everything together in a way that felt upscale yet approachable. The result is a brand that reflects the Arizona aesthetic without being cliché, elevating the community while retaining its unique personality.