Quill Visual Identity
The Boys Are Back In Town
We're back at it again with our great partners over at Columbia Ventures, this time tackling a luxury apartment complex in the Edgewood neighborhood of Atlanta. If there's one thing as prevalent in Atlanta as traffic, it's apartment complexes. In order to standout in a saturated market, including one competitor within shouting distance, we knew we had to come up with something a little outside the box.
Say My Name
When naming the project, we went for something that would speak to the history of the neighborhood and its residents. In our research we noticed that folks had adopted a mascot: the owl. From there it was an easy jump to Quill, some might say less than a day as the...owl flies.
Quill is the main part of the feather, also colloquially "the pen" or "writing", causing this name to be the perfect cross over of the artsy-ness and history of the neighborhood.
Come Fly With Me
With a great name like Quill we had a lot of unique design paths to explore. Our identity continues paying homage to the neighborhood's artsy vibes, while nodding to the modernism of the dwellings and subtly touting the Edgewood mascot.
Icon Breakdown
Stationery System
Conceptual Experiential and Wayfinding Design
Merchandise
Sunshine Blues
The morning and evening, leaving home and returning, the day and the night. These times of shifting light and the natural finishes of Quill were the inspiration for our palette and aesthetic. Instead of traditional repeat patterns, we chose photographic shadows to help establish the morning/evening vibe.
Landed
Quill, or any community where people live closely together is busiest at two times: morning and evening. This is the transition time, to and from work. It's the time a resident needs their apartment community to come through for them. We needed to capture that concept for Quill, creating a messaging platform that embodies all they provide. For their residents, when they fly all day, they need a great place to land.
"All the colors and textures are meant to evoke a fall sunset, with long evening shadows and the deep hues that arrive before night. My last few years in Atlanta I lived near Edgewood, so this project felt a little extra special to me, getting it right was key."
Leonard Zimmerman / Designer
