Crafting a Brand for Boutique Chicago Living
To attract lifestyle-focused renters in the Chicago area, HP Ventures had a vision of unifying their boutique apartment communities under a single, versatile brand. HighPoint Living embodies upscale, boutique-style living with prime access to Chicago’s best. Through strategic branding, we created a flexible identity system that unites their properties under one cohesive brand, appealing to renters seeking more than just a residence, they’re seeking to elevate their everyday living experience.
Client
HP Ventures
Project HighPoint Living
Greater Chicago
$250M+ Assets Under Management
Capabilities Naming
Brand Positioning
Messaging
Visual Identity
Project HighPoint Living
Greater Chicago
$250M+ Assets Under Management
Capabilities Naming
Brand Positioning
Messaging
Visual Identity
Working closely with the client, we defined their brand attributes—Crafted, Elevated, Modern, Cutting-Edge, Comfortable, Caring, and Attentive—to resonate with young professionals, downsizers, and other discerning Chicago renters seeking a refined and convenient lifestyle.
We named it Highpoint Living evoking an elevated and modern lifestyle and reflecting the community’s premium amenities and vibrant atmosphere.
With numerous communities across the Chicago metro area, the client needed a flexible identity system that could distinguish each property using neighborhood, street, or landmark names. We analyzed their portfolio to create a cohesive, adaptable brand that would work for all existing and future communities.
The tagline “Elevate Your Everyday” invites residents to embrace a refined lifestyle where every moment feels intentional, seamless, and enriched with modern conveniences.
The brand’s sophisticated color palette, modern typography, and refined messaging reinforced its promise of elevated living, resonating with discerning Chicago residents and embodying the essence of Highpoint Living.
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