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Capital 650

Lennar Multifamily


Lennar Multi-Family was looking to expand their South Bay Area presence with a luxury apartment building aimed at younger tech-industry workers. However, the project was located next to a suburban office park far away from the cultural and entertainment options desired by this younger demographic.


By diving deep into the psychographics of our target audience, we developed a name (Capitol 650) and a brand identity that brought the benefits home — focusing on the connectivity, social opportunities and amenities that define a modern living experience.


The Capitol 650 identity is upscale yet energetic, reflecting the forward lean of today’s always-on lifestyle.