IN LIFESTYLE BRAND DEVELOPMENT AND POSITIONING + ST
Bringing the value of places to life.
By creating a distinctive sense of place that resonates with residents’ identity, ambitions and desired lifestyle, we create lasting value and exceptional return on investment for our partners.
Dulce Design excels in the meticulous crafting of top-to-bottom lifestyle brands to support the success of new construction, remodels and repositioning projects–whether for a single building or an entire neighborhood.
Our design deliverables span brand identity, positioning and naming, collateral and marketing materials, websites, sales and leasing centers, exterior and interior signage, and beyond.
We have collaborated with over 250 multi-family, condominium and new home communities and luxury hospitality clients including Carmel Partners, Greystar Development, Thrive Communities and Roundhouse.
INTRODUCTION
THE PROCESS
We’ve got a taste for totally original, sharply strategic placemaking.
For real estate developers looking to tap the fullest potential of places, we deliver immersive brands that hold meaning and cachet for target audiences.
By shaping the day-to-day experience in thoughtful and unexpected ways, Dulce Design cultivates enduring value.
Rooted in storytelling, we craft a comprehensive vision that encompasses everything from visual and verbal identity to community amenities, design features and overall dynamics.
We believe that design can transform communities by adding extraordinary to the everyday.
We design lifestyle brands that connect past to future, vision to value, people to places.
Our process
• Discovery and gain insights through community and neighborhood exploration
• Identification of key issues and challenges
• Plan development and strategy
• Creation of critical path based upon priority elements
• Design and presentation
• Success
INTRODUCTION
THE CAPABILITIES
Brand Story & Positioning Development
Naming Concepts
Logo Development
Brand and Visual Messaging
Lifestyle Photography
We believe places should make residents feel good and neighbors feel proud.
Marketing Signage
Exterior & Interior Signage Systems
Print Collateral
Website Design and Development
Digital & Print Advertising
INTRODUCTION
THE PARTNERS
CLIENTS
Alliance Residential
Blueprint Capital REIT
Carmel Partners
Clise Properties
Gemdale USA
Geolo Capital
GMD Development
Goodman Real Estate
Greystar Development
Grosvenor
Holland Partners Invesco
Lake Union Partners
Legacy Partners
Lowe
Roundhouse
Tarragon
Thrive Communities
Vulcan
Washington Holdings
PROJECTS
Alloy Midtown Phoenix, AZ Blueprint REIT
Arista Residences Seattle, WA Greystar Development
Ballard Yards Seattle, WA Carmel Partners
Fieldhouse Thornton, CO Carmel Partners
Hearth Boise, ID Roundhouse
The Henry Denver, CO Carmel Partners
McKenzie Seattle, WA Clise Properties
Mercer Denver, CO Greystar Development
Origin Superior, CO Carmel Partners
The Palmer Inverness, CO Carmel Partners
The Oxbow Bozeman, MT Roundhouse
Skyglass Tower Seattle, WA Gemdale USA
Suncadia Resort Cle Elum, WA Lowe
Thayne Brighton, CO Greystar Development
The Victor Seattle, WA Carmel Partners
The Waverly Seattle, WA Greystar Development
Transforming everyday experience with extraordinary style and inspired stories.
Brand Positioning and Story
Naming
Brand Informed Interior Design Direction
Logo and Brand Guidelines
Marketing Collateral
Creative Copywriting
Lifestyle Photography
Website
CARMEL PARTNERS
Seattle, WA | thevictorseattle.com
FIRST HILL
CAPITOL HILL
A journey begins, every day.
What if you could voyage without leaving. Experience the world without stepping foot outside the neighborhood. It’s touring on a small scale. Micro travel. Fewer miles covered, but just as much impact made. The Victor on Capitol Hill is the beginning, middle and end of your own personal mini adventure. Daily. Steps to the kind of eclectic neighborhood you’ve always searched for. Shops that are somehow vintage and modern, local and worldly at the same time. And just like any journey, yours will always be filled with discovery, with unearthing the unexpected - from fashion to food to fun. But what should be expected is a home filled with luxury. High end finishes, beauty and refinement befitting the charm and character of an established neighborhood. And in that regard, The Victor delivers.
Brand Positioning and Story
Naming
Brand Informed Interior Design Direction
Logo and Brand Guidelines
Permanent and Marketing Signage
Marketing Collateral
Creative Copywriting
Lifestyle Photography
Art Consulting with Sculptor and Mural Artist
Website
CARMEL PARTNERS
Seattle, WA | ballardyards.com
A
neighborhood that works.
Ballard’s history is one of grit.
It’s the story of hard work, determination. Of a neighborhood with dirt under the nails and lumber in the mills and fish on the decks. And the shipyards became a part of that industrious nature, one that continues to this day.
With a nod to tradition, and feet firmly pointed toward the future, Ballard Yards is a place that bridges and connects. With modern updates to well-loved staples, like contemporary shops and restaurants in century-old buildings; plus a love of open space and community gathering. All wrapped in a determined sense of self. That’s Ballard in a nutshell. Hard working. Friendly. Welcoming. And ready to get down to business.
Brand Positioning and Story
Naming
Logo and Brand Guidelines
Marketing Signage
Marketing Collateral
Creative Copywriting
Website
GREYSTAR DEVELOPMENT
Denver, CO | livemercer.com
Chapter and verse.
When you write your own story, you control the narrative. You drive the plot, you have total control over the setting. And that’s really the most crucial part of any story, where it takes place. Because nothing affects where the tale turns, as where it all began.
Mercer is the perfect place for you to begin that epic journey. Over 200 brand new right-sized, turnkey apartments (many fully furnished!) in one of the most sought-after areas in the entire state. It’s the perfect place to try out the area, to get your feet under you, explore. Kitty corner from Coors Field, across the street from the historic – and historically awesome, renovated –Union Station. Take a spin at Sunday Vinyl, pick up the necessities at Whole Foods, wind down with a pint at, well, any one of about a hundred places nearby. It’s unfettered access to hundreds of miles of trails, short walk to the train, straight shots to the mountains and all the adventure that entails. It’s that union, that connection to nature as well as neighborhood that makes this so special. And inside your own sanctum of a building, you’ll find tons of co-working space, a state-of-the-art fitness center, rooftop garden with chef’s kitchen plush seating and barbecue area. Yeah, when the page turns, you’ll find yourself at the center of a pretty amazing story.
Brand Positioning and Story
Naming
Logo and Brand Guidelines
Marketing Signage
Marketing Collateral
Creative Copywriting
Custom Illustrations
Lifestyle Photography
Custom Swag
Website
Digital Advertising
Denver, CO | thehenrydenver.com
CARMEL PARTNERS
Artful
living, by design.
A little over a century ago, some intrepid Denverites took it upon themselves to partake in a daring adventure. They started an arts collective. And among the visionaries of that effort was Henry Read. Intent on making Denver the jewel of the Mountain west, Henry and the Artist’s Club of Denver held juried exhibits of member works and those of international artists. In 1901, Henry created the seal of Denver. The Artist’s Club became an important milestone in the young city’s growth, and one that helped shape and inspire an entire area’s future.
The Henry Apartments carry on this trailblazing tradition— in a neighborhood long revered for its artistic spirit and eclectic heart. 400 apartment homes of inspired architecture creating a living experience unlike anything else. At once stirred by tranquil parks and hip city bustle, with an eye toward the artistic, the creative, the pioneering. A home at The Henry truly is your canvas for creating the life you’ve always envisioned.
Brand Positioning and Story
Brand Defined Informed Design Direction Naming Logo and Brand Guidelines
GEMDALE USA Seattle, WA | skyglassapartments.com
SKYGLASS TOWER / INSPIRATION BOARD AND BRAND STORY
Revealing facets, reveling in style.
Seattle has a quality of light unlike anywhere else in the world. Clear, emotive, subtly cool while unexpectedly warm and invariably inviting. It begs examination, contemplation from a variety of angles. And that’s the magic of Skyglass Tower. It’s an architectural marvel that seemingly bends light to its will. Each floor’s generous windows set at alternating angles. A slight 10° shift that reveals something entirely different about the view it entails. Effortlessly capturing all the glorious light – summer’s brilliance as easily as winter’s moodiness, for an epically moving contrast.
A new outlook, a changing perspective. It changes the way you see the world, your surroundings, yourself.
But sometimes you need to look in to affect what’s out. And inside all that glorious clarity, Skyglass brings something special, unexpected. And it’s airy, bright, sure. But it’s also suffused in the kinds of style, design, and amenities that’s, well, unusual in earthy Seattle. Large but cozy community workspaces, lead seamlessly into tower residences. Multi-level gathering spaces and outdoor decks invite socializing with firepits, BBQs, gourmet kitchens, and a dog run. Not to mention a spectacular view from almost every angle, every floor. Reflections, refractions, dimensionality at a scale unheard of. These are the things that set Skyglass Tower apart. And with it, your life.
222 DEXTER
Brand Positioning and Story
Naming
Logo and Brand Guidelines
Permanent and Marketing Signage
Print Collateral
Commercial Leasing Materials
Creative Copywriting
Lifestyle Photography
Website
CARMEL PARTNERS
Superior, CO | originsuperior.com
Rebrand of a Modera Community
Brand Positioning and Story
Brand Informed Interior Design Direction
Naming Logo and Brand Guidelines
Permanent and Marketing Signage
Marketing Collateral
Creative Copywriting
Website
THRIVE COMMUNITIES
Seattle, WA | jackapts.com
CAPITOL HILL
Brand Messaging
Logo and Brand Guidelines
Marketing Collateral
Creative Copywriting
Lifestyle Photography
Signage
Website
Seattle, WA | thewaverlyslu.com
THE WAVERLY / INSPIRATION BOARD
Brand Messaging
Logo and Brand Guidelines
Permanent and Marketing Signage
Marketing Collateral
Creative Copywriting
Lifestyle Photography
Website
Seattle, WA | livearista.com
Tacoma, WA
THE LEO / INSPIRATION BOARD
Hitting all the right notes.
You know that eclectic indie band you fell in love with before everyone else got wind of it? That’s a lot like Tacoma’s theater district. A bit under the radar but with so much to discover, as classic and current influences meld into something completely original. In this neighborhood, at center stage, the apartment homes of The Leo achieve an organic harmony with their surroundings–art galleries, historic theaters, well-loved thrift stores, new restaurants, dive bars and hot spots. Here, home is a destination for culture, and every day is a starting point for adventure.
Clean yet warm modern design sets the tone inside and out, with leading-edge amenities as the steady bassline that keeps daily life in rhythm. While light rail is close by for lightning fast commutes, there’s a stylish co-working space lit up by expansive windows offering bright days and inspiration from bustling Broadway. The on-site marketplace carries a thoughtful mix of essential goods and local goodness. And the fitness center has myriad options for keeping you moving and energized when the weather keeps you from venturing out on the boardwalk or water. There’s no need to settle for one-note living when you can curate an artful arrangement of experiences, growing ever more colorful and dynamic as you pursue the freedom to explore. For those who’ve never followed the crowd, The Leo invites you to live to your own beat— and see where it takes you.
THEME
With music as a hook and metaphor, The Leo is positioned as a place that allows creation of an original, artful arrangement of experiences every day. Totally unique and of residents’ own making. Embracing openness to the unexpected, and an independent spirit.
KEYWORDS
Open to possibility.
Craving culture.
Seekers of inspiration.
This is a place for those who want to live wide open, ready for all the experiences and revelations they can uncover. A community with its arms outstretched, and embracing diversity across art, food, and the many different people who call this corner of the Northwest home. They want to live where their options are always open, which means most destinations are within walking distance, and they have the choice to work from home or quickly commute by bike or light rail. Every day is open to possibility–and so are they.
DEMOGRAPHICS
• Young, single urban professionals
• Some are moving from Seattle due to lower cost of living and the ability to work from home
• The number of tech workers is growing steadily
• More racially diverse than most areas in the Northwest
• Many are dog owners who view pets as family members
MINDSET
• Inclusive and welcoming of diversity
• Strongly prefer unique local spots to chains, boutique over big box
• Focused on building careers, balanced with enjoyment of life through enriching experiences
• Appreciate connection to a culturally eclectic neighborhood, with the ability to return home to modern, upscale comfort
PRIORITIES
• Walkable neighborhood as key to quality of life
• Easy access to nightlife, dining, entertainment, and cultural destinations
• Fitness as part of a healthy lifestyle–not an obsession
• Regular outdoor activity on the water or trail
SAMPLE / THE LEO / THE PEOPLE
Who we are
Open-minded
Hardworking Balanced
Unpretentious Independent
Fiercely creative community.
Rooted in history, open to interpretation / Simply striking, powerful + iconic
Latin for lion. Inspired by the 1930 Tacoma visit of Leo, the lion mascot of movie studio MGM–his first performance took place between the Broadway and Rialto Theaters.
Initial Logo Concepts
THEATER DISTRICT DOWNTOWN TACOMA
Understanding what is. Imagining what could be.