The L.C

Luxury Apartment Branding

Developed a full visual identity system for a new luxury rental building in Langley City

Overview, Role & Responsibilities

The LC is a brand new luxury apartment complex located in Langley City. I was brought on early in the development to create a complete brand identity from scratch. One that felt premium, timeless, and fitting for a modern residential building. My role covered everything from logo concepting to typography and color direction, ensuring a cohesive system ready for both print and digital use.

Tools & Technologies

Role

Graphic Desginer

Responsibilities

  • Logo design & concept development

  • Visual identity creation

  • Color & typography system

  • Brand guide design

  • Signage and application consulting

Challenges

  • No existing brand or design direction

  • Needed to establish trust and luxury from day one

  • Logo had to work across signage, print, and digital platforms

Design Process

  • Key Points:

    • Met with developers to understand vision, audience, and tone

    • Identified core values: elegance, stability, sophistication

    • Researched local market and luxury housing trends

  • Key Points:

    • Explored multiple styles: serif monograms, modern icons, and crest marks

    • Finalized a classic crest style logo with scrollwork and strong symmetry

    • Delivered multiple lockups suitable for digital and physical use

  • Key Points:

    • Created a signature navy and gold palette to reflect trust and warmth

    • Paired with Butler, a timeless serif font with strong contrast

    • Built logo variations for signage, business cards, and web use

What I Delivered

  • Final crest style logo + alternate lockups

  • Full visual identity: color, typography, layout rules

  • Consultation on signage and usage

Reflection
& Lessons Learned

Creating a brand from the ground up meant designing with intention. Everything from the line weight of the logo to the type of serif used had to reflect the values of the property. The LC now has a clean, confident identity that positions it clearly in Langley’s growing luxury rental market.

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