The project brand is the name, logo, colour palette, type and voice that every piece of marketing uses. The developer owns it, a marketing agency often shapes it, and the sales team lives with it every day. It is needed before the first public touchpoint: the site sign, the hoarding and the registration website often go up months before the sales centre opens.
Start the brand once the design direction is clear but before marketing renderings are styled. Then the palette and mood can inform how the images are lit and styled, and the images can be tested against the brand before either is final.
The team falls in love with a name, then finds the domain taken, the social handles gone or a similar mark already registered nearby.
Name options are checked for domain and handle availability before you choose. For trademark clearance, talk to a trademark agent or lawyer.
More →It looks good on a presentation slide but disappears on a phone screen and turns muddy on hoarding.
Logo options are shown on real applications, from a favicon to a hoarding panel, before approval.
More →The palette is cool and coastal, and the hero rendering is warm and golden.
Brand packages are tried on the actual renderings and site mock-ups, so you see them together.
More →The broker kit uses an old logo because the right file lived in someone's inbox.
The brand guide and every approved file live on the project record. Your agency can work inside StudioLink on the same record.
More →Who the buyer is, what the site and neighbourhood offer, and what the building's design says. Send the drawings (CAD, Revit, SketchUp or PDF) and any early renders, plus the finish schedule and landscape plan if they exist.
A short list of names, each with its story and availability checks.
Several packages, each with logo, palette and type, generated with AI or designed by your agency.
Each package is shown on the renderings, the website, a brochure page and the hoarding, so you choose in context.
The chosen package is documented: logo use, colours, type, tone and examples.
Brochures, hoarding, signage and broker kits are produced from the guide.
Final files and the freedom to build the campaign.
Their creative direction, on the record.
The agency can work inside StudioLink, so their options are reviewed next to ours.
A kit they can send without editing.
Feedback on what buyers remember.
Broker kits come from the approved guide, so nothing goes out off-brand.
A brand that fits the building, not one that fights it.
The design story.
The architect can comment on packages shown against the renderings.
Signage and hoarding that meet local bylaws.
Sign permit requirements, which vary.
Check with your municipality before hoarding goes to print.
Once approved, the brand package drives the project website, the web tour, sales-centre screens and printed pieces. Swap the package and preview how each would look before you commit. Because the brand, the images and the website share one record, a change to one is visible to everyone working on the others.
Before the first public touchpoint, usually the site sign, hoarding or registration website. Allow time for availability checks and approvals.
Logo versions and rules, colour palette, typefaces, tone of voice and examples of use on real applications.
AI can generate options quickly. A designer then refines the chosen one so it works at every size. You can also bring your own agency.
It depends on the project and your plans. Talk to a trademark agent or lawyer before you commit.
Yes. Your agency can work inside StudioLink on the same record, so their work and ours stay in one place.
Yes. Several brand packages can be tried on the renderings, website and print before you pick one.
Often, yes, and the rules vary. Check with your municipality.
It depends on the number of name and brand options, how many review rounds you use and how quickly the team decides. Naming checks and approvals take time, so start before the first sign or website is due. Your scope shows the dates.
