AMP 30 logo with bold retro lettering, star and lightning icons, set against vertical stripes of red, teal, olive, and yellow.

AMP 30 Visual Identity System

Brought in to add clarity and momentum to the H.G. Fenton Company's branding efforts, I developed the visual identity system for AMP 30, a newly developed apartment community inspired by the energy of live music.

details

Role:

Visual Identity Design and Brand Consulting

Team:

H.G. Fenton Company development and marketing teams

Deliverables:

• Logo and brand mark development
• Visual identity system and color palette
• Brand standards and usage guidelines
• Application examples and design templates

Results:

Delivered a cohesive visual identity system that captured the spirit of live music, resolving year-long branding effort and enabling AMP 30's market launch.

AMP 30 logo above building entrance with bold colors and stripes extending onto the ceiling.
AMP30.com promo with AMP 30 logo, tagline 'Find Your Rhythm,' and two men celebrating on a couch with champagne.
Desktop website homepage for AMP 30 apartments featuring a bold “Live to Your Own Beat” headline, the AMP 30 logo with vertical color bars, a prominent “Schedule a Tour” call-to-action, navigation links across the top, and lifestyle imagery of residents, music, and community scenes, with contact and social connection sections below.
Exterior view of a modern apartment building with a large vertical AMP 30 banner mounted on the facade, featuring the AMP 30 logo, bold “Now Leasing” headline, interior and pool imagery, a call-or-text phone number (619-759-5009), and the website AMP30.com, set against a clear blue sky.

Opportunity

The H.G. Fenton Company required a visual identity that could authentically capture live music culture for AMP 30 after a year of unsuccessful branding attempts.

  • A visual identity was needed to resonate with young urban professionals and differentiate from conventional apartment branding in San Diego market
  • Previous branding directions failed to balance residential professionalism with authentic music energy appealing to target demographic
  • Required translating an abstract music culture concept into a cohesive visual system for leasing, signage, and environmental applications

approach

I developed multiple creative directions through rapid iteration and client collaboration to identify visual elements that resonated with the brand concept.

  • Created diverse logo mockups exploring various visual approaches to quickly test concepts and narrow creative direction with stakeholders
  • Focused on bold, high-energy symbols and music iconography through collaborative exploration and refinement process
  • Selected stars and lightning bolts as primary graphic elements, developing complete visual identity system and brand standards around these core motifs
Mobile website hero for AMP 30 apartments, featuring a live concert scene with a band performing on stage, bold headline reading “Live at a Higher Frequency,” descriptive copy about a music-inspired apartment community in San Diego’s North Park neighborhood, and a prominent “View Floor Plans” call-to-action button beneath the AMP 30 logo.
AMP 30 logo painted in white on a gray concrete building facade with star and lightning bolt design.

Outcome

Visual identity system successfully established distinctive brand positioning and enabled AMP 30's market launch with strong music-culture connection.

  • Logo and brand system fused rock performance aesthetics with clean, modern design suitable for residential market
  • Lightning bolts and star motifs created memorable identity that resonated with target demographic and differentiated from competitors
  • Complete brand standards enabled consistent application across leasing materials, environmental design, and marketing touchpoints

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