The Flats Branding & Identity Design
In a charming, walkable neighborhood in Sunnyvale, California, Saris-Regis Group was planning a luxury landing place for tech industry workers streaming into the area. The Flats needed to balance luxury and contemporary style with the existing charm and small-town feel of the neighborhood.
With competitor properties leaning into minimal, industrial feeling interiors to appeal to single males working in tech, there was an opportunity to differentiate and position The Flats as an escape from the workplace—not an extension of it. A strong part of our brand strategy was to cater to the audiences those properties were ignoring: more active single males and females in their late 20s to early 40s, as well as couples in that age group with either no children or one small child.
The resulting brand is warm and grounded, but elevated when the messaging shifts to the design and amenities of the residences. The response was overwhelmingly positive, with strong interest in pre-leasing and rentals that are consistent to this day. Piggybacking of the success of The Flats, Sares-Regis Group expanded the property with the addition of "Flats West" in the years following the initial opening.
A flexible logo suite allowed for brand markers to be present across collateral of every size and orientation, with a vertically stacked primary lockup, a horizontal secondary lockup, wordmark, and brand mark.
The color palette blended a a deep forest green, brassy golds and copper tones, and soft pinks blues and creams to flex between bold and soft communication styles. Our photo strategy mirrored that flexibility by blending small focused "day in the life" moments and quaint images of the neignhborhood b and cafes with luxe interior renderings.
The homepage strategy for the website was to create pathways to all interior pages to keep users engaged, and to beinrg the full breadth of the brand visual language to life.
The UX for the floor plans page of the site included a way to browse floor plans by amount of bedrooms, in addition to showing the exact units that potential tenants' ideal floor plans were available. This experience was another key differentiator that drove tour bookings and interest, as other properties were unable to provide this info until tenants were on-site.
