The tranquilty of the natural environment inspired the virtually effortless mark for Monarch Buena Vista. The golden yellow rising spirit of a monarch butterfly is a potent symbol of prosperity and joy. It blends the natural representation of metamorphosis with the association of wealth and illumination to the color gold.

The logotype is set in a beautiful serif typeface with a stylized leg of the letter R and communicates a message of classic sophistication. Complementing the logo with a natural, airy aesthetic through welcoming earth tones, delicately-drawn illustrations of California poppies, and linen-like texture, aspiring to a life elevated.

Pivoting during the Pandemic

Monarch Buena Vista was scheduled to open just as Covid entered the picture, requiring the team to pivot quickly to a virtual opening. We developed a self-guided tour that provided potential residents the opportunity to view and listen to a narrative on their phone as they drove through the neighborhood. They could either download a flyer, collect one at the entry of the tour, or simply follow the signage and listen on their phone. After the tour, a representative would follow up to answer any questions, invite them for an in-person masked tour, and make the sale.