Aerie

As this developer envisioned a new model of rental community that would be built in multiple U.S. locations, Altitude developed the offering’s brand strategy, narrative, naming and visual identity, ultimately creating a set of brand standards for the client’s use as they roll out the community prototype.

The Aerie brand strategy was informed by a thorough analysis of the potential locations for roll-out, the competitive landscape, the target consumer, and the unique offering that allows residents to choose from a variety of high-quality housing types and move within the amenity-rich community as their needs evolve. Designed to foster the sense of stability and belonging that is otherwise associated with homeownership, the brand expresses the level of access, comfort and freedom that residents gain from renting with Aerie.

One meaning of the name “Aerie” is a nest, which also inspired the earthy color palette as well as the custom, hand-drawn visual identity including organic letterforms and a branch logomark. The elements come together intentionally to bridge sophistication with attainability, and to reflect the brand’s values of community, continuity and quality.