Live Historic

Creating a new brand with old buildings


Live Historic signage

There’s a simple truth in architecture — the most sustainable building is one that already exists. This idea is at the heart of Live Historic, a collection of pre-1940’s vintage condominiums. We created this brand program for a Seattle developer that thoughtfully refreshes historic buildings with modern interiors.

Live Historic logo

The visual identity was designed to be understated, to support the character of various properties.

We created the “LH” monogram as a secondary design element.

Live Historic brand colors
A bold color palette breathes new life into the concept of vintage, and adds depth and versatility to the system.

With multiple properties across the city, we crafted the strategy of marketing them all as a collection. Much like a fashion label, this allows for changing inventory (only with much larger product). It also centralized marketing efforts.

Live Historic business cards Live Historic stationery

Early on, we recognized that this brand shouldn’t hinge on preserving the past, but embracing urban life today. Classic? Yes. Fresh? Yes, that too. All efforts were driven by our internal mantra, “take the ‘grandma’ out of it”.

Live Historic marketing materials Live Historic marketing materials
Brand communications were designed as modular systems. This marketing kit holds project cards for multiple properties.

As the brand concept formed, it influenced every aspect of project development. We collaborated with architects, interior designers and staging companies to align everything “on brand”. We even compiled a soundtrack for the sales center.

Live Historic brand photography
Photography celebrates the details of these remarkable buildings.

We defined the Live Historic audience more by attitude than age (or other tidy real estate demographics). Vintage buildings in urban neighborhoods have unique appeal. We knew that a connection to city culture was key.

Live Historic website Live Historic website

Every bit of brand communications was designed to balance grace and wit. We weren’t just peddling amenities, we were selling a point-of-view. One that would resonate with and inspire the affections of would-be buyers. And for “wouldn’t-be” buyers? Well, we weren’t concerned with them.

Live Historic marketing campaign

In stark contrast to most real estate marketing, we focused on ideas over amenities. Not afraid to have a little fun with them either.

Shown are direct mail cards from the marketing campaign.

We developed the Live Historic brand program from concept to launch in record time. This included visual identity, marketing collateral, website and digital marketing, events, site signage, advertising and direct mail campaign.

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