LATTICE
brand identity, art direction, and signage for micro-unit apartments in salt lake city.
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Lattice came to us with the goal to create a brand that felt optimistic and luxurious while promoting a dynamic lifestyle that champions an integrated, human way of living. Whether it’s getting to know the neighbors, or just spending moments out of the apartment within the social spaces, the micro-units offer a comfortable home for young people just entering adulthood.
Visual themes of abundance and vibrancy anchor the brand as a sought-after place to live in Salt Lake City.
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Studio: OMFGCO
Client: Sage Hospitality, McWhinney, and Common
Role: Lead Designer
Creative Director: Jordan Metcalf
OMFGCO Team: Fritz Mesenbrink, Lauren Masterson, Orion Janeczek
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Brand Concept, Brand Strategy, Visual Identity, Signage, Collateral, Stock Photography Kit, Landing Page Design
Inspired by the geometric patterns of latticework and the bird’s eye view of the building, the brand identity celebrates the infinite ways in which tenants can make their space and experience their own.
Starting from a uniform grid, a series of squares rearrange to create a brand icon and dynamic patterns that reveal photography, wrap around text, and create bold backdrops of color.
Since the building would be under construction for months to come, the client needed art direction for stock photography.
Inspired by the micro-apartments, we proposed a photo strategy to focus on the micro-moments — the intimate qualities of a person’s home like artworks, textiles, plants, or trinkets that make a home warm, personal, and unique.
We provided a stock photography kit with the intention to focus on cropping vignettes within each photo to highlight a specific moment and evoke a feeling.
