BRAND DESIGN CONCEPT:
Alara Promenade is a luxury multifamily community located in Lutz, Florida.

We crafted the rebrand by drawing inspiration from the property’s thoughtfully curated design, upscale amenities, and the striking red hues found throughout the community. These elements led us to the concept of the rebrand—the Scarlet Hibiscus, an iconic Florida flower known for its vibrant color and natural elegance. The hibiscus became the foundation of the brand and the symbolic heart of the identity, representing vibrancy, sophistication, and a lifestyle designed to feel exceptional. From this inspiration, the message naturally followed:
Live Exceptionally. Live Alara.

The visual identity was designed to build on the community’s existing red, black, and white palette, softened with warm neutrals for balance. Refined typography, expressive patterns, and striking photography work together to create a bold yet sophisticated system. The result is a modern, confident brand that captures the distinctive style and elevated living experience of Alara Promenade.