Putting urban in suburban:
Breaking real estate tradition to create a fresh new lifestyle brand.
Targeting modern buyers seeking high-density, contemporary townhomes in the suburbs, our studio launched a fresh sister company for Robert Thomas Homes. We traded old real estate clichés for a vibrant new identity, positioning RT Urban Homes as a “hip sister” brand.
The brand identity directly challenged suburban stereotypes with the bold tagline, “We put the urban in suburban.” To support this, we developed a visual system anchored by a unique vertical logo and placed it in the upper-left corner of collateral and marketing pieces, breaking with the long-standing convention of horizontal logos in typical real-estate collateral.
The visual storytelling focused on social connection — friends toasting on rooftop decks or enjoying vibrant shared spaces. Challenging everything you expect from a suburban development, we built a brand that prioritizes style and social spaces.
The pink pineapple, an intentional symbol for a brand to be remembered.
A signature pink pineapple complemented the brand identity, signaling a creative, trend-forward, and welcoming personality. This dual-track strategy ensured the brand itself stayed fresh, social-media-savvy, and deeply resonant with the modern buyer’s desire for a curated, high-design life.
