Brand Identity for Florida’s Leading Apartment Association
The South East Florida Apartment Association (SEFAA) represents a diverse network of property managers, technicians, and multifamily housing professionals across the region. To reflect their growth and enhance their community's experience, SEFAA needed a cohesive brand identity that was both versatile and impactful.
I led the rebranding process, collaborating closely with SEFAA through numerous iterations to ensure the new identity aligned with their vision and the needs of their members. The result was a dynamic, adaptable branding system that streamlined event assets, reduced design hours, and ensured consistent messaging across all platforms. By implementing a flexible design system and a unified approach, we not only strengthened SEFAA’s brand recognition but also increased event attendance, attracting new members and fostering deeper community engagement.
This rebrand transformed SEFAA’s presence, reinforcing their role as a trusted resource for the multifamily housing industry.
Logo System
SEFAA faced challenges with inconsistent branding across its sub-brands and events. Given the organization's strong focus on events, we needed a standardized system that would enhance brand recognition while promoting SEFAA's educational ethos.
By implementing a cohesive design system with distinct color labels, we not only streamlined branding but also provided a tool for members to better understand SEFAA's structure and offerings. This approach ensures clarity, consistency, and deeper engagement with the SEFAA community.
A dynamic brand direction for SEFAA that reflects South East Florida's tropical essence. The design cleverly blends a palm tree and house motif, evoking Miami's art deco charm and contemporary multifamily trends, offering a versatile foundation for events and sub-brands.
A sleek SEFAA brand direction that merges South East Florida’s coastal charm with corporate polish. Bold lines, wave motifs, and a vivid blue palette evoke movement and energy, while adaptable iconography ensures consistent recognition across all platforms.
A SEFAA brand direction blending Bauhaus geometry with Florida charm. The logo, inspired by an orange and urban skyline, symbolizes unity in the multifamily housing industry, reflecting education, advocacy, and the optimism of Southeast Florida’s thriving community.