1701 Central
1701 Central is a residential community located in the heart of downtown St. Petersburg’s Grand Central Arts District. Offering studio, one-bedroom, and two-bedroom apartments, it’s located in one of the most sought-after locations on Central Avenue. 1701 approached Hype with an already existing logo but needed the team to create an extensive and lasting brand identity.Scope
Brand Foundation
Branding Brand Evolution
Brand Activation Social Media
Brand Foundation
This new brand identity needed to strongly connect with the St. Pete community and surrounding businesses. The team started with establishing their brand foundation, expressing how the 1701 Central community brings like-minded individuals together, perpetuating the unique and artistic spirit of the Grand Central Arts District neighborhood. The foundation also highlights other local businesses and the importance of supporting one another. Taglines like “where the locals go” and “live local” were important key phrases across the brand collateral to help bring this message to life.
Branding
In addition to the primary logo, Hype created supporting logotypes and a suite of brand assets. The creative team wanted these assets to be cheerful and approachable, which paired nicely with the bold logo and vibrant color palette.
We perpetuated the unique and artistic spirit of the Grand Central Arts District neighborhood.
Brand Evolution
Once the brand identity phase was completed, Hype worked to translate the new branding throughout the apartment community and beyond. This included signage designs, vehicle wraps and experiential designs, apparel, marketing and sales collateral, and more. Our team coordinated with and guided the production and installation teams to ensure that the print materials and signage installations were successful. The final outcome is a unique, playful, memorable brand experience, bringing the community to life.
