Brand Guide & Voice Creation

EMME

The client, Gerding Edlen, began developing a new luxury apartment building near Chicago’s West Loop, and needed a brand that would appeal to young, urban-dwelling families with trendy sensibilities. Brand development commenced with the creation of a clean, modern aesthetic that complemented a confident, approachable voice. Characterized by self-expression, comfort, and familiarity, the EMME brand copy copy seeks to ignite the audience’s memory of home, and hopes to welcome tenants to a place where they feel welcomed and connected.