Catalyst was engaged to complete a rebranding of Yacht Harbor Club, a 173-unit multifamily property located on Hayden Island in Portland, Oregon that was facing low occupancy numbers and an outdated brand. Upon conducting a site visit and through an analysis of the property, Catalyst determined that Yacht Harbor Club catered to two very distinct audiences: young professionals ranging in age from older millennials to younger Gen Xers who are married (double income, no kids), and empty nesters who range in age from older Gen Xers to baby boomers whose children have gone off to college and/or just graduated from college and are looking to downsize. They would need a brand that catered to both, while still appearing unified in voice and visuals.
A new, more modern logo was designed, incorporating thin wave lines contrasted by a classic square lockup. For simplicity, the name was shortened to “Yacht Harbor Club” in messaging; however, it was paired with the descriptor “Luxury Apartments” in the logo so the product was clearly identifiable.
A full color palette was developed for the brand, with a brighter half inspired by sunset tones and an earthy half inspired by the Pacific Northwest. Although each half of the spectrum was designed to appeal to a specific audience, the full Yacht Harbor Club color palette can also be joined together to create a cohesive look and feel. Brand patterns, textures, fonts, and stock imagery were also selected to round out the brand. Finally, everything was included in a comprehensive brand guidelines book to ensure consistency in the future.
To kick off the brand in the market, Catalyst developed a full suite of marketing materials using the new brand, including a paper system, a sales sheet, a brochure, and a full website.