Situation
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.
Solution
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.
Success
The Capitol 650 identity is upscale yet energetic, reflecting the forward lean of today’s always-on lifestyle.
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Capitol-650-1024x614.jpeg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/capitol-650-1-1-1024x683.jpeg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Capitol-650-2-1024x785.jpeg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Capitol-650-3-1024x478.jpeg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Capitol-650-4-1024x649.jpeg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Capitol-650-5-1024x683.jpeg)
![](https://jstokes.wpenginepowered.com/wp-content/uploads/2022/07/Capitol-650-6-1024x478.jpeg)