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 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 each amenity-rich community—to a larger or smaller model, for example—as their personal 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.

The first neighborhood to be constructed is Aerie Blue Sage. Located in the Omaha suburb of Elkhorn, Nebraska, a mix of 327 build-to-rent apartments, cottages, townhomes and single-family homes bring to life the brand promise of a modern, maintenance-free lifestyle. Altitude has developed the comprehensive signage and wayfinding system for the community, including neighborhood gateway, vehicular and pedestrian directional, building and unit ID, and amenity signage. The design not only extends the brand’s core visual identity, it also takes cues from the residential architecture and its refined Scandinavian and farmhouse aesthetic, creating a cohesive experience for community residents and their visitors.

2024 American Graphic Design Awards, Branding and Identity Category