My Role

My creative director and I partnered with the Solara team to define a clear brand direction through collaborative conversations around goals, target audience, brand adjectives, and visual inspiration. The client expressed a desire for a brand that subtly referenced Arizona without relying on expected or cliché symbols such as palm trees or overt desert imagery. They were drawn to something more abstract—an identity that hinted at place while remaining modern and distinctive. They also requested a color palette that balanced warmth with cooler tones, rather than leaning exclusively into traditional warm desert hues.

In response, we designed a clean, rounded arch icon that incorporates subtle elements of the desert landscape: a simplified desert bush, a sun form, and a gentle wave that collectively shape the letter “S.” The primary wordmark features approachable, rounded typography with a hand-sculpted, clay-like quality, lending the brand a grounded, organic feel. The color palette pairs a rustic warm orange with a deep green, creating a sense of warmth while remaining balanced and approachable. The green introduces a natural contrast, while both colors were carefully selected to complement Solara’s beige stucco exterior and overall architectural palette.

Once the brand was established, we extended it across a suite of print materials, including A-frames, business cards, banners, and rack cards, ensuring consistency and visual impact across on-site marketing touchpoints.

The Result

The final brand is modern, warm, and distinctive—one the client was genuinely excited to bring to life. Solara’s visual identity translates seamlessly across digital and print platforms, from its website and social media presence to physical marketing materials used on-site.

By balancing contemporary design with subtle, abstract references to the Arizona landscape, the brand feels authentic without being predictable. This cohesive system helps Solara connect with prospective residents across multiple touchpoints, reinforcing approachability, modern living, and a strong sense of place while supporting leasing and awareness efforts.