Iron Flats
Brand Refresh
Iron Flats is inspired by the the roots of the Roosevelt District itself. The neighborhood got its name from President Theodore Roosevelt. And Iron Flats got its name from his birthplace, the Flatiron District in NYC. Even though Theodore had roots in the city, his passion for the outdoors prompted him to put a variety of initiatives in to action including forming our National Forest system, paving the way for our National Parks system just a few years after his presidency. We infused outdoor elements into each brand element to let the outdoors in.
Brand Refresh
Iron Flats is inspired by the the roots of the Roosevelt District itself. The neighborhood got its name from President Theodore Roosevelt. And Iron Flats got its name from his birthplace, the Flatiron District in NYC. Even though Theodore had roots in the city, his passion for the outdoors prompted him to put a variety of initiatives in to action including forming our National Forest system, paving the way for our National Parks system just a few years after his presidency. We infused outdoor elements into each brand element to let the outdoors in.
Brand Identity Refresh
The primary logo was an established and determined logo that was already incorporated into the building and signage, so we added to the identity by including textures and icons to round out the brand. To reflect the outdoors nature and National Parks influence we added a vectorized wood grain texture to our brand kit. This added a simple touch and pattern to our modern logo while also adding in additional color opportunities. To further play on the outdoors aspect, we included fun icons to make the brand casual and welcoming – you’ll notice they are sprinkled throughout the website and additional collateral.
Brand Identity Refresh
The primary logo was an established and determined logo that was already incorporated into the building and signage, so we added to the identity by including textures and icons to round out the brand. To reflect the outdoors nature and National Parks influence we added a vectorized wood grain texture to our brand kit. This added a simple touch and pattern to our modern logo while also adding in additional color opportunities. To further play on the outdoors aspect, we included fun icons to make the brand casual and welcoming – you’ll notice they are sprinkled throughout the website and additional collateral.
Customer Journey
By choosing a color pallet that stood out against the greenery of the area parks, we ensured that our signage would be seen. These same colors were used for collateral received during tours as well as throughout the building and model units, creating a cohesive brand experience for the customer. National park posters designed in the iconic print style and featuring Washington State parks were given as move in gifts to new residents, completing the brand story and reiterating the tagline “let the outdoors in”
Customer Journey
By choosing a color pallet that stood out against the greenery of the area parks, we ensured that our signage would be seen. These same colors were used for collateral received during tours as well as throughout the building and model units, creating a cohesive brand experience for the customer. National park posters designed in the iconic print style and featuring Washington State parks were given as move in gifts to new residents, completing the brand story and reiterating the tagline “let the outdoors in”
Website Refresh
An exploration of the various buildings and features, as well as the surrounding neighborhood led to a total overhaul of the existing site. With so much to offer, we gave each building trait a section of its own to showcase the best features of every unit layout, amenity space, and highlights from the surrounding neighborhood. We included an interactive map that displayed availability and pricing, as well as helped give the viewer a sense of place both on the grounds and within the building. Clean interior imagery featuring modern finishes and cool color tones paired with quintessential PNW nature shots connected the brand new homes with the surrounding green spaces.
