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Gravity ATX

Legacy Communities is set to break ground on a luxury mixed-use multifamily development in Austin, Texas, in spring 2020 called Gravity ATX — the only development designed with live/work condominium and townhome residences in a highly sought-after east Austin neighborhood.

Legacy contracted Catalyst to create a brand guide for Gravity ATX around a logo designed by the client. A robust color palette of cool blues was inspired by the logo itself, which was complemented with a secondary palette of earth tones to capture hues from interior design renderings and nature that will surround the property.

In addition, Catalyst also provided a pattern overlaid with paint strokes that mirror the brushed look of the logo, as well as a texture of light wood that will be found throughout the units and common areas. Fonts selected were clean and minimal.

Catalyst brainstormed a series of taglines that played off the idea of gravity, and the final one selected was “Find your center of gravity.” For the lifestyle imagery, a suite of photos was chosen to represent the active and social nature of the young professional target demographic living in Austin.