Redefining upscale apartment living

Business Problem

On the heels of acquiring a portfolio of premium to luxury apartment complexes across 11 states, Greystar needed to transform this portfolio into a residential lifestyle brand that not only enhanced value for the corporation, but also created value in the lives of residents and local communities. In order to achieve this, Greystar needed to redefine the norms around the very concept of apartment living.

Idea

Through a comprehensive process of co-creation, informed by sophisticated market research, we were able to uncover the key barriers and opportunities that exist for the brand and the category of upscale urban apartment living. This allowed us to realize that our audience segments were essentially looking for an open-minded community that would restore a sense of belonging and meaning in an era when mobility can create both challenges and opportunities. 

We proceeded to create a full brand identity system conveying a sense of welcoming and luxury. The name “Kiindred”, was inspired by the root word “kin” and conveys the sense that, regardless of location, you are a member of the Kiindred tribe. The focal point of the logo design was anchoring the “ii” as the symbol for connection. All the brand elements focused on the notion of belonging and connectivity, and they exude warmth, timelessness and modernity.

Impact

To finish off the project, the newly developed “Kiindred” brand was revealed to the internal executive teams and garnered a unanimously positive response. Greystar is integrating this new brand across Kiindred properties in major coastal cities across the U.S.