Bloom at
Deer Valley
Naming • Brand Visual + Verbal Identity • Web Design
Client
MACK Property Management
Year
2023
Industry
Real Estate, Architecture
about
the client
Founded in 2013, Mack Real Estate Group (MREG) is an integrated developer, operator, investor, and lender with its headquarters in New York City. For their newest residential development in Phoenix, Arizona – Bloom at Deer Valley, MREG envisioned a community for young, active, educated professionals that offers a balanced lifestyle with affordability, livability, and design at its core.
about
the project
Armed with this vision, FORMA by MOYA developed a comprehensive brand and marketing strategy to attract this vital target market.
the
challenge
The name Bloom was selected for the development as it represents growth, beauty, and vibrancy; these are all qualities that the community aims to embody. Bloom is also a perfect fit for the natural surroundings of the area, and elicits ideas of freshness, new beginnings, and a bright future.
the branding
process
The pictogram within the brand logo is a stylized blooming flower, capturing the essence of the community and builds a connection to the brand name.
The details in the typography strike a balance of comfort and accessibility, as a combination of serif and sans-serif fonts are integrated in the different marketing materials. which aligns with the community’s core values of livability and affordability.
the
website
This narrative of building a growing and connected community is echoed on the website, with a visual tour of MRP Realty’s vision of developing a thriving family-friendly neighborhood. User experience is fluid, as visitors can easily navigate the menus to find information about the development, whether it is about building amenities, affordable living qualifications, or floorplans.
designer
insights
The colors for the brand visuals are aligned with the colors that represent the neighborhood’s natural surroundings: spartan green, warm terracotta, hues of raw sienna, and creamy tones.
project
recognition
Bloom at Deer Valley’s vivid branding and messaging won two gold MUSE awards in 2023 in the categories of corporate brand identity and corporate identity, logos.
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