Strata

Role: Art Direction · Visual Identity · Brand Collateral · Digital Campaign · Web Design
Agency: Brave New Day
Creative Director: Alisa Jones

Strata is an apartment community in Malden, MA, named for the layered quarry rock formations near the building. The project goal was to translate that natural feature into an energetic, artistic brand identity that would draw in prospective residents. 

As the lead designer, I developed the full visual identity, building an abstracted pattern system inspired by the striations of the stone and carrying that element across every brand touchpoint. From physical marketing collateral to the website and social campaigns, the design turns a geological detail into a cohesive, gallery-like experience that sets the community apart.