Aria, a new luxury housing development in Olathe, Kansas, approached us for branding and website design. With competing high-end developments in surrounding counties, they wanted their branding to be distinct – to convey a level of contemporary, unique luxury never before seen in the region.
The problem: their target market. Although linked by their shared desire for a life of modern extravagance, Aria’s target audience spanned a wide range of ages and life stages: millennials working in tech, young affluent families, and well-to-do retirees and empty nesters. How could Aria create a brand modern enough to stand out, without alienating the more mature segment of the audience?
To communicate Aria’s contemporary approach to luxury living, we used a widely spaced sans serif and distinctive notches to craft a fashion-inspired wordmark that marries the high-end with the modern. Abundant white space, high-contrast typography, and an emphasis on flow make the Aria website as fresh and sleek as the housing units themselves.
We then incorporated a subtle and fine wave pattern, a classy headline font, and dreamy photography. These refined and elegant elements counterbalance the brand’s modernity by adding a sense of timeless, classic beauty. The result? A brand that stands out in the predominantly traditional competitive landscape, while still appealing to the wide scope of potential targets.