Inspired by their employed-owned business model and highly collaborative culture, the brand messaging we created for the new entity centered on the positioning statement: For innovators and change-makers who challenge the status quo, Haven Residential is a next-generation employee-owned property management company that champions an unparalleled renter experience across properties, markets and regions by constantly evolving its people-focused, data-driven business model at a time when mutual trust between residents, owners and managers has never mattered more.
With messaging in place as a solid foundation, we turned our attention to naming. Inspired by the company’s deep San Francisco roots, we came up with the name Haven Residential, an homage to the bay area that evokes safety, comfort and refuge. We then paired this name with a humanistic, aspirational tagline: Connecting People, Homes and Community.
Together, the brand messaging, name and tagline served as inspiration for the visual identity. Rather than using a traditional mark, we created a logotype to stand boldly on its own using a sharp, modern serif font. Stamped with a period, the name Haven Residential becomes a declaration of identity, a badge of honor. The period set in contrasting color also marks a company that’s different from the rest — one not afraid to break boundaries and think outside the box. We also created the option for both secondary and abbreviated versions of the logo for added degrees of flexibility.