The Q Branding
Catalyst was contracted to assist in creating a strong brand presence for The Q, a new luxury development located in Los Angeles, California. The property is a mixed-use community located within the Warner Center and will include approximately 60,000 square feet of retail and office space, and provide more than 1,400 units in total. In addition to a unique location and spacious floor plans, The Q boasts a luxurious set of amenities, including rooftop decks, courtyards, and swimming pools.
Catalyst was initially contracted to take the existing name and logo and bolster it to create a stronger identity that would appeal to the young professionals and millennials target market. The team completed an initial research analysis and developed a full brand guide — including a dual-sided color palette, energetic stock imagery, and an iconic “Q stripe” — before taking on the design of a temporary website to collect lead data for the property.
The temporary website developed by Catalyst stayed consistent to The Q’s out-of-the-box experience with diagonal website layouts and interactive sliders. In addition, visitors could find key amenity highlights and a VIP form at the top of the page, which was designed to collect leads from interested prospects. Unique messaging set the tone for not only the brand, but the lifestyle The Q would offer residents.
Once development was underway and the brand was successfully launched into market, Catalyst was also contracted to complete a second phase of marketing — including a paper system, newsletter template, and print brochure — that would equip The Q’s leasing team for success on-site.
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