BRAND GUIDELINES
Elliott Road is where you will find The Elliott. Both are named for Stephen Elliott, valedictorian of Yale University in 1791 and a botanist considered America’s foremost expert on southeastern plant species. He inspired UNC’s W. C. Coker to devote his lifetime to the study and appreciation of plants. Elliott’s work is still in use by botanists today.
B R A ND VISUA LS
THE ELLIOTT / PRIMARY LOGO
Applications: Wayfinding/Signage • Collateral • Advertising • Social Media • Promotional Merchandise
4
THE ELLIOTT / WORDMARK
Applications: INTERNAL Wayfinding/Signage • Promotional Merchandise • Sub-Brand or Partnership Lockups
Alternate Orientations
5
THE ELLIOTT / BADGE
Applications: Collateral • Promotional Merchandise • Social Media
6
THE ELLIOTT / BOTANICAL
The Elliottia
The Elliottia paired with Badge
7
THE ELLIOTT / COLOR PALETTE
ROSE
BRONZE
MINT
B LACK PM S
Black C
PMS
5 63 C
P MS
7575C
PM S
4995 C
CMYK
0, 0, 0, 0
CMYK
5 4 , 0, 2 9, 2
CMYK
1 4 , 53 , 9 4 , 5 5
CM Y K
15 , 62, 30, 38
R GB
0, 0, 0
RGB
1 07, 1 87, 1 74
RGB
1 3 1 , 93 , 5 0
RGB
15 6, 97, 105
#
00000 0
#
6BBBAE
#
835 D 3 2
#
9C6169
S P RUCE
SUCC U L E N T
W H E AT
B LUSH
PM S
316C
PMS
95 4 4 C
P MS
74 07 C
PM S
48 8 C
CMYK
97, 21, 3 3 , 73
CMYK
0, 0, 0, 0
CMYK
6 , 3 6 , 79, 1 2
CM Y K
0, 31, 26, 0
R GB
0, 72, 81
RGB
0, 0, 0
RGB
2 03 , 1 6 0, 82
RGB
236, 18 6, 168
#
004 851
#
000000
#
C B A 052
#
ECB AA8
DARKS
GREENS
G O L DS
PI NKS
8
THE ELLIOTT / PRINT TYPOGRAPHY
HEADLINES & CTAS
GOTHAM BOLD
A B C D E F G H I J K L MNOPQ R ST U VWXYZ a b cd efg h ij kl m n opqr stu vwxyz 1 2 3 4 5 6789 0 !@# $ %^ & *(
TRACKING: 100 POINTS Available for purchase from Typography.com
EXAMPLE
W E A RE LO C A L BY N AT URE .
SUBHEADS & BODY COPY
MUSEO 300 & 100
A B C D E FGH I J K LMNOPQ RSTUVWXYZ a b c d e fg h i j kl m n opq r s t u v w x yz 1 23 4 5 67890! @#$ %^& *(
TRACKING: 20 POINTS Available for free from Fonts.Google.com, or through Adobe Fonts with a Creative Cloud subscription
Discover The Elliott at Blue Hill Bordered by Booker Creek, Elliott Square, and Eastgate Crossing, The Elliott is centered in Chapel Hill’s next great neighborhood–Blue Hill District. Blending the finest design with unmatched finishes and life-enriching amenities and benefits, The Elliott boasts luxurious residences that cater to Chapel Hill’s vibrant and creative community.
NUMERALS
ABOLITION
1 2 34567890
LEA RN MORE AT T HEELLIOTTCH AP ELH IL L.COM
TRACKING: 0 POINTS Available through Adobe Fonts with a Creative Cloud subscription, or for purchase from MyFonts.com
9
THE ELLIOTT / WEB TYPOGRAPHY
HEADLINES & BUTTONS MONTSERRAT BOLD
A B C D E F G H I JK L M N OP Q R ST U V W X Y Z a b cd ef g h i j kl m nop q rstuvwxyz 1 2 3 4 5 67 8 9 0 ! @ #$% ^& * (
TRACKING: 100 POINTS Available for free from Fonts.Google.com, or through Adobe Fonts with a Creative Cloud subscription
SUBHEADS & BODY COPY
MUSEO 300 & 100
A B C D E FGH I J KLMNOP Q RSTUVWXYZ a b c d e fg h i j kl m n opq r s t u v w x yz 1 23 4 5 67890 ! @ #$ %^& *(
TRACKING: 20 POINTS Available for free from Fonts.Google.com, or through Adobe Fonts with a Creative Cloud subscription
EXAMPLE
WE ARE LO CA L BY N ATUR E . Discover The Elliott at Blue Hill Bordered by Booker Creek, Elliott Square, and Eastgate Crossing, The Elliott is centered in Chapel Hill’s next great neighborhood–Blue Hill District. Blending the finest design with unmatched finishes and life-enriching amenities and benefits, The Elliott boasts luxurious residences that cater to Chapel Hill’s vibrant and creative community.
NUMERALS
OSWALD MEDIUM
12 3 4 567890
LEA RN MORE
TRACKING: 0 POINTS Available for free from Fonts.Google.com, or through Adobe Fonts with a Creative Cloud subscription
10
THE ELLIOTT / APPLICATION EXAMPLES
11
THE ELLIOTT / APPLICATION EXAMPLES
12
B R A ND MESSAG ING
M ESSAG I N G ST R ATE GY
Our communication strategy will focus on the uniquely individualistic nature of The Elliott and its super-convenient, central location in the thriving Blue Hill District. Many things set it apart. The Elliott is the polar opposite of a generic corporate property. It’s specially tailored for its site and represents a true sense of the town it’s in, with a distinctive vibe recognizable by any true Chapel Hillian.
14
VA LU E P R OP OSI T I O N
THE AU THEN TIC C HA PEL HILL EXPERIENCE. When you love the energy and optimism of a college town but have graduated to a career, there is only The Elliott at Blue Hill. Nestled in nature to nurture your mind, with nearby entertainment and experiences that engage your creative spirit, it’s the Chapel Hill you know, or want to know, where every day is filled with opportunity.
15
M ESSAG I N G T HR EA D ON E
LOCAL U P TOWN IN THE SO U THERN PA RT OF HEAVEN.
TH E E LLIOT T B E N E FIT
There is only one Chapel Hill.
CU STO M E R PAI N AD D R E S S E D
“I like the energy of an urban environment because of all the things going on and the closeness of everything. There’s lots going on but there’s also an off button a block away.”
16
ME SSAG I N G T HR EA D ON E / LO C A L SA M P L E M ESSAG I N G
E VE RY TH I N G YO U N E E D, N OTH I N G YO U DO N ’ T.
WH E N YO U ’ R E H U N G RY FO R VAR I E T Y.
The Elliott is in Chapel Hill, a decidedly pleasant place to live. It offers an agreeable climate, vibrant culture, it attracts and creates foodies, draws entrepreneurs and is a legendarily passionate sports town with a healthy, positive attitude and every conceivable creature comfort. The head of the local Chamber is a happy guy.
The Elliott puts you in the middle of an informed, creative and fun-loving culture. A robust farm-to-table movement prevails at highly-rated restaurants close by. Music lovers can enjoy local artists in every musical genre. UNC’s performing arts programs bring in some of the world’s most esteemed orchestras, artists, musicians, playwrights and actors. From The Elliott you can explore it all.
E VE RY TH I N G ’ S CH I LL I N CHAP E L H I LL . Chapel Hill has had 220 years to become awesome. Tier-one research university. World-class teaching hospital. Championship sports teams that stir the best kind rivalries. Free bus lines. Abundant greenery. Tailgate wings or a 5-star meal. You’ll never be over the Hill.
17
M ESSAG I N G T HR EA D T WO
WALK AB ILIT Y C LOS E TO EVERY THIN G. FA R FRO M ORD INARY.
TH E E LLIOT T B E N E FIT
Virtually anything one needs – dinner, groceries, pet food, even dentistry – can be obtained in less than ten minutes on foot without any need to crank a car. Walking and bike paths crisscross the area, lending variety to the casual walker or triathlete in training.
CU STO M E R PAI N AD D R E S S E D
“My job is important, but to me everything is important. I don’t want to waste time jumping in the car every time I want to go out to dinner, when I run out of coffee cream, when I want to work out or when I want to chill with friends.”
18
MESSAG I N G T HR EA D T WO / WA L KA B I L I TY SA M P L E M ESSAG I N G
YO U CAN G E T TH E R E F RO M H E R E .
YO U ’ R E G O I N G TO N E E D A B I G G E R CALE N D E R .
The Elliott’s central location is proximal to free bus lines to UNC and downtown and puts residents a short walk from an eclectic mix of three shopping centers. You can find cocktails, casual or fine dining, upscale shopping, pet care, grocery stores, pharmacies, medical practices and personal services. Maybe not in one day, but you do you.
With The Elliott as a base camp, your leisure and business options are endless.
G O O UT. STAY I N . MAK E U P YO U R M I N D. O R DO N ’ T. The Elliott combines upscale living, a fitness lifestyle, exceptional amenities and a location that offers extraordinary choice.
19
M ESSAG I N G T HR EA D T HR E E
B LU E HILL DISTRIC T C H A P E L H ILL’S MOST CO N VEN IENT AD D RESS.
TH E E LLIOT T B E N E FIT
You’re riding the rising wave of one of the liveliest, most energetic emerging social scenes anywhere.
CU STO M E R PAI N AD D R E S S E D
“I want to live where everything is happening.”
20
MESSAGIN G T HR EA D T HR EE / BLU E H I L L DI STR I C T SA M P L E M ESSAG I N G
WHAT ’ S HAP P E N I N G? E VE RY TH I N G . Blue Hill is an emerging mixed-use district that’s rapidly becoming Chapel Hill’s most vibrant option for living, dining, shopping, working and playing.
F E E LI N G B LU E ? CO M E O N DOWN .
YO U G OT TA LIVE SO M E WH E R E . M I G HT A S WE LL E N J OY IT. Blue Hill draws animal lovers, craft beer fans, yoga aficionados, gourmands, exercise freaks and shop-til-you-drop personality types, all of whom can indulge their interests without getting behind the wheel of a car. When they do, there’s room to park.
The Elliott is architecturally distinctive and offers luxurious, well-appointed one-, two- and three-bedroom apartments featuring granite counters, tile bath areas and abundant daylight. Shared common areas present a unique mix of casual gathering spots, co-working spaces, library and a whiskey bar. No Uber required.
21
M ESSAG I N G T HR EA D F OU R
U R BAN OASIS / G R E E NSPACE A N E IG H B O R H O O D FO U N DED O N A LOVE OF NATURE.
TH E E LLIOT T B E N E FIT
It’s a natural choice.
CU STO M E R PAI N AD D R E S S E D
“I spend a lot of time outdoors because that’s just me. I don’t want to take care of a yard but I do want to be in nature as much as possible.”
22
M ESSAGIN G THR EA D F OU R / U R BA N OAS I S /G R E E N S PAC E SA M P L E M ESSAG I N G
IT ’ S E A SY BEING GREEN. The Elliott adjoins a canopied neighborhood named for UNC botany professor W. C. Coker, with streets bearing the names of famed botanists – among them John James Audubon, M.A. Curtis, John Clayton, Francois Andre Micheax and of course, Stephen Elliott, known as “the father of Southern botany.” It was Coker who led efforts to transform UNC’s campus and Chapel Hill into the lush green refuge it has become, in the process establishing NC Botanical Gardens and Coker Arboretum.
WE ’ R E LOCAL BY NATU R E . Our building is close-in yet entwined with nature. A walking and biking greenway runs between the building and Booker Creek, which meanders past a public destination park complete with climbing wall. The Elliott offers convenient bicycle storage and a fully outfitted exercise facility.
E XE RCI S E YO U R O P TIO N S . The beauty of Chapel Hill is that buffer zones are intentionally included in planning to retain wooded areas and greenspace throughout town, inviting exploration and exercise. The vital 15-501 corridor is conveniently close, yet The Elliott property has an established park-like setting.
23