Maslow - Brand Identity Design

A social equity driven real estate development firm

Brand identity design and brand strategy for Maslow Devlopment Inc. A boutique real-estate development company that co-designs and develops communities around high performing public schools.

My Role

Design Lead

Team

Maya Rafie - Marketing Strategy

The Challenge

In a cluttered and generic real-estate brand ecosystem, how do we create a new-to-world brand that visually conveys Maslow’s community-based mission.

Based on the context and information gathered through the first two stages of the process. We felt it was nessicary to come up with several personas to define Maslow’s brand characteristics to guide us in developing not only a cohesive visual language but also to set a relatable tone to it’s audience.

The outcome which was agreed upon by us and the leadership team was to go with the artist persona - a creative rebel pushing for a message of social change through engagement and interaction. In their industry's eco-system, growing an innovative and colorful personality allows Maslow to set their unique tone, stand out in the crowd and push their positive message across a range of different groups of people.