Project Overview: 120 South is a brand that captures the essence of modern luxury with a coastal, Californian vibe. Located in a sought-after, upscale region, the brand aims to attract an audience with refined taste, who appreciate understated elegance and thoughtful design. This project encompasses a full branding suite, including visual identity, digital assets, and print collateral, all working together to convey an inviting yet exclusive atmosphere.

Establish Brand Identity: Create a brand identity that feels sophisticated, yet approachable. It should resonate with an audience who values quality, timelessness, and a sense of effortless elegance.

Reflect the Locale: Incorporate elements that hint at the Southern California lifestyle, possibly through color, textures, or subtle coastal elements, without resorting to clichés.

Consistency Across Platforms: Ensure the brand feels cohesive across digital and print mediums, maintaining a high-end look that’s adaptable to both on-screen and physical applications.

Affluent Professionals: Individuals aged 30-50 who are well-versed in design trends, luxury products, and lifestyle brands. They have high standards for aesthetics and appreciate premium, personalized experiences.

Design Enthusiasts: People who follow architectural and design trends, favoring minimalist, elegant visuals over bold, overly decorative ones.

Local Influencers: Individuals who influence trends within the community and serve as ambassadors for lifestyle brands.

Tone: Polished, welcoming, and subtly aspirational.

Key Messaging: Convey a sense of calm, luxury, and exclusivity that invites clients to imagine themselves within the 120 South experience.

Language: Clear, concise, and engaging, with a focus on the brand’s connection to the environment and the lifestyle it embodies.