proper
Located in the highly-coveted, rapidly expanding city centre of Surrey, Proper is a new 160-unit condo development by Gatehouse Design + Developments. Proper will stand out not only in quality and craftsmanship in architecture and exteriors, but also in intentionally planned and meticulously designed interiors. Designed for those who want exceptional quality and in every aspect of their lives.
As the in-house graphic designer for Gatehouse, I created the brand, sales, and marketing materials for this new development, and worked with a consultant on research and targeting.
Client
Gatehouse Design & Developments
Year
2023
Creative fields:
Branding & Identity, Print Design, Digital Design
target audiences
divident > income generating
Babyboomers, empty nesters, aged 50+; may use this as a downsizer, or an investment property or a vacation property
More financial freedom
Looking for quality construction in a neighbourhood with a lot of amenities, looking to live their best life now that kids are out of the house
differentiate > portfolio generating
Professional couples, young families, and singles, 35-50
Looking to invest in their future, retirement, and generate consistent cash flow
First time homebuyers, or looking to diversify their assets with a rental property
Moderately experienced investment background
Have some cashflow, equity
The mood of the brand must exude an aura of sophistication and excellence to reflect the developer's commitment to producing high-quality craftsmanship, thereby captivating the attention of the target market.
development
primary logo
Proper’s logo seamlessly blends classic and contemporary design elements. The all-lowercase lettering creates a friendly and approachable vibe, while the timeless elegance of the serif font conveys sophistication and quality. With custom typographic elements adding a modern twist to the design, the logo strikes the perfect balance between tradition and innovation.
The result is a brand that conveys sophistication and quality, perfectly aligning with the target market, while the friendly and approachable design invites customers to connect with the brand.
