Franklin-Johnston Group acquired Park Crescent — a 400-unit multifamily apartment community in Norfolk, Virginia, that was in need of a fresh rebrand to appeal to the market demographic, as well as differentiate the community from its surrounding competitors. Catalyst was contracted to create a new name, logo, and brand guide.
Catalyst brainstormed a series of names and chose Marlowe, which means driftwood, because the apartment location is near the Atlantic Ocean. With the beach representing a relaxing place to be refreshed, Marlowe symbolizes an apartment home community refreshed with new energy, life, and renovated upgrades.
A soothing color palette of teals and golds connects the exterior paint colors of the building, as well as draws on the cool tones from the ocean. The logo created enveloped a sleek and modern look that shows off the “M” initial for the new Marlowe name — a unique design that looks like a wave to capture a coastal effect.
In addition, Catalyst provided a pattern that was a mix of sophisticated structure and organic wave-like elements that produced a nice, clean pattern with a teal marble effect. Fonts selected were clean and modern, while also accented with a handwritten script to complement the logo style. For the lifestyle imagery, a suite of photos was chosen to represent a fit-and-fun balanced lifestyle of the young professional demographic in the area.