Vivian
BRAND IDENTITY
BRAND STRATEGY
PRINT DESIGN
SOCIAL MEDIA MARKETING
DIGITAL MARKETING
COLLATERAL
WEBSITE DESIGN
NAMING & COPY BY SABRINA HAYES
ANIMATIONS BY SARAH MARIE FIELDHAMMER
FOR WOODFIELD DEVELOPMENT
WITH AGENCY FIFTY3
STRATEGY
Vivian needed a brand identity as striking and refined as its architectural presence. Rising 42 stories above Charlotte’s skyline, this ultra-luxury residence required more than just a logo; it needed a narrative. One that spoke to the discerning few drawn to uncompromising design, world-class amenities, and a lifestyle that defies convention. Inspired by the signature V-shaped beams at its foundation, the brand had to reflect strength, sophistication, and exclusivity. The solution was a bold yet graceful visual system that echoed the building’s sculptural elegance while appealing to a cosmopolitan clientele. Through modern typography, an architectural color palette, and a minimal yet commanding design language, we crafted an identity that positions Vivian as Charlotte’s most coveted address. The brand system extends across digital and print, creating a seamless experience that feels both elevated and intentional, every touchpoint reinforcing the rare air of life at the top.
RESULTS
The final brand system for Vivian offers a refined yet arresting visual language that mirrors the elegance of its interior architecture. A creamy palette of nuanced neutrals evokes serenity and sophistication, while a sultry, deep cherry accent adds just the right touch of allure, an unexpected note of boldness within the calm. Typography strikes a delicate balance between high-fashion editorial and clean modernism, creating a sense of effortless luxury. Layouts play with rhythm and scale, juxtaposing sweeping imagery with intimate details to guide the eye and deepen engagement. This is minimalism with intention: quietly opulent, never cold. From signage to digital campaigns, print collateral to personalized leasing gifts, every brand touchpoint reinforces Vivian’s identity as a place where refined living and architectural artistry converge.
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