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Modern apartment building with people and cars on a sunny street. Modern apartment building with cars and trees on a street.

Liberty House

Services Deliverables
  • Logo
  • Brand Guide
  • Marketing Materials
  • Stationery
  • Signage
  • Wayfinding
  • Uniforms
  • Placemaking
  • Masterplan

Fostering a culture of community within a community

Equipped with luxury amenities and stylish spaces, Liberty House is an elevated rental development that strives to provide a community-focused lifestyle for all residents. To fill a gap in the purpose-built rental space, Fitzrovia aimed to build high-quality rental units with desirable amenity packages marketed to the millennial renter. Forge worked with Fitzrovia Real Estate to define a name and develop a brand for this new property.

Liberty House logo with two women's faces in silhouette.
A preliminary sketch for the Liberty House logo
The Liberty House logo seen aligned to a grid
Preliminary sketch and a well structured logo for a fun brand
Abstract background with horizontal stripes in warm, earthy tones.
A sophisticated colour palette
A letterform of the letter A for the font Univers Ultra Condensed.
A letterform of the letter A for the font Univers.
Stylistic typography to communicate to the millennial audience

Resonating with the millennial renter

Seeking to evoke the community aspect of the property, the name Liberty House reflects the idea of one’s family all under one roof. The name also echoes the sense of pride and unity created by the development’s unique spaces, program offerings and amenities. Liberty House offers luxury living within reach to its residents.

Black polo shirt with
Liberty House logo
Uniforms
Black tote bag with
Business cards for Liberty House, featuring the company name and contact information.
Promotional materials and stationery

Luxury within reach

The property speaks to those looking for an aspirational lifestyle while remaining accessible to the young millennial renter. Curated elements of luxury are present in the buildings offerings and mirrored through the use of carefully chosen materials and custom flourishes throughout the signage program.

Restroom icons for men, women, and disabled individuals.
Abstract logo of two figures in an elevator with up and down arrows
Minimalist golden bicycle logo on a white background.
Custom pictograms to add flair to the signage program
Parking garage signs for P3, Elevator, OUT, and P1 with cars.
Parking signage
Vertical gold frame with white numbers 1542 inside.
Two golden signs with numbers and arrows on a dark green background.
Art deco numbers 3, 15, and 20 in gold outline on a dark teal background.
Room signage, directional signage and floor ID’s
  • 290K sq. ft. of premium rental living space
  • 440 high-end rental units
  • 25 stories tall tower

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