The Estelle is a luxury apartment community just south of Birmingham’s urban center. The project consisted of brand identity creation for a place where life is active and the tone is sophistication. To support this implication, we designed the brand to appear as though it were plucked from the minimal yet surrealistic visual language of mid-century modern. We created supporting artwork reminiscent of “Visions of the Future” ads from the 1950’s to be used as property decor. The logo was delivered along with a brand guide specifying typographic system and a color scheme consisting of bold oranges, a blue-green and contrasting blue-black.