The Radius is a luxury high-rise condominium concept designed for urban professionals and design-conscious residents who value refined, intentional living. I led the creative direction and full brand identity development, creating a visual system that blends architectural precision with warmth and contemporary elegance. The brand draws from the concept of radius as movement, balance, and connection, expressed through a geometric R mark built from circular form and flow, and reinforced by the tagline “Distinctive by Design.” A rich color palette of sunset orange, deep teal, and soft ivory creates a gradient-driven system that suggests motion and modern luxury, while typography pairing Termina Demi with Helvetica balances confident structure and timeless legibility. The identity was applied across brand guidelines, leasing collateral, business stationery, outdoor advertising, and digital platforms, delivering a cohesive experience from signage to lifestyle campaigns. The result is a bold yet approachable brand that reflects architectural rigor, elevated taste, and a thoughtfully designed way of living.