Prose Desert River is a Glendale Developer, creating new high-end residences in Arizona.
CONCEPT
After visiting Sedona last summer, Honor was ready to dive into a desert brand. In order for the branding of Desert River to stand out and be as bold as its title, we knew we wanted a custom illustration and unique/rugged typography, while still staying luxe. Let’s dive into their story.
THE PROCESS
A brand is not just a logo. It is an emotional connection with your audience. It represents the values, services, ideas, and personality of your company. During our discovery process, we discovered these brand words for this brand:
Contemporary
Rugged
Luxe
Cool
Refreshing
As cacti and red rocks floated through our heads, we started putting some ideas together.
Image Sourced from Pinterest.
BRAND COLORS
A comprehensive color palette should support your brand message. Knowing that we wanted to be unique, and drawing from the client’s visual direction of the properties, we didn’t want the colors to be too western. With our typography and illustration so unique and rugged, pairing it with a cooler color palette gave it the feeling of luxe that we were looking for.
HANDS ON
As we started sketching out ideas, we were drawn to a symmetrical and simplistic drawing. We wanted all things desert: Sun, Cactus, Oasis, Rocks.
For typography, a good tip is thinking through all your clients needs. From what they tell you to what you could imagine in the future for them. Knowing they were going to advertise their high-end residences, we needed a typeface that would have great readability for signage.
Branding is not a logo. It is not a color palette or a typeface. What we are creating is a feeling. It’s the wardrobe of your business.
FINAL BRAND CONCEPT
The final concept for Prose Desert River was created. We are excited to be able to brand this new property developer out west. Take in that desert energy.
XO, The Honor Team
