The Luxe

brand strategy, naming, logo design and marketing strategy
The Challenge:

HRP Residential needed a name and brand package for their new luxury apartment community in Hendersonville, Tenn. They turned to Blue Kite to help them develop a brand that matched the unique character of the property, while also attracting new tenants to their apartments.

Our Approach:

We landed on the name The Luxe to convey the high-end, condo-like qualities of the apartments––including resort-style saltwater pools, yoga studio, pet spa and more.

We chose a black and gold color scheme for the logo to denote the elegance of the property. The “X” was designed to look like elevator buttons, another key feature of the apartment community that is rare to find in this part of town.

All of the marketing materials were built to attract a sophisticated audience who wanted the amenities of city living, but without the hefty price tag.

The result:

The apartment community had a successful launch and was able to use the foundation we created to incorporate the designs throughout the property.


Sound like just what you need?