DEFINING NEW EXPERIENCES BY CONNECTING TO HEARTS AND MINDS
LMC, a Lennar company, 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 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.