Easterwood is a luxury apartment community set within a wooded, picturesque area north of Birmingham. The project consisted of naming and brand identity creation for a place where life may be quiet and serene. We wanted to reflect this in the brand by illustrating the wandering shape of a Dogwood branch budding in early spring. A fledgling is perched upon one of the O’s to imply a future nest. Given its irregular shape and delicate line-work, we wanted to ensure the logo’s practical usability. The letterforms, branch and bird are all intended to be combined or used separately when necessary to support the brand in any possible constraint. The name and logo were delivered along with a brand guide which specified a typographic system and color scheme consisting of soft, subdued hues.