Elan was slated to become a lakefront condominium community inspired by modern architecture located in Horseshoe Bay, Texas. Upon the sudden financial crash of 2008, the project halted after the extensive auditing and identity development phase was delivered and approved by the client and investors.
sector | real estate
information | brand creation
project | lakefront housing development
role | brand identity designer
authorship | identity / wayfinding
client | david gershon / horseshoe bay
morgan_mohon team | creative direction: greg morgan
IDENTITY
After studying the architectural renderings it was clear that the identity of the community should reflect the precise lines and mathematical precision in every nuanced detail. At every touchpoint the logo would be part of the substrate or use rich and warm earth tones to connect the cool glass, steel and concrete back to the nature of central Texas.
WAYFINDING
Using an ultra-minimalist approach, all community wayfinding and environmental graphics would allow for the information to feel non-intrusive and available all at the same time. Throughout the community there was a desire to keep the visual noise to a minimum so most signs or monuments would leverage tone on tone or substrate engraving.
