The Radius
The Radius | Brand & Visual Identity
A refined, architectural identity for a luxury high-rise redefining modern living
The Radius is a luxury high-rise condominium concept that merges timeless sophistication with contemporary vibrancy. Positioned as an aspirational destination for urban professionals and design-conscious residents, the brand needed to convey distinction, warmth, and a sense of precision, an identity “distinctive by design.”
I led the creative direction and full brand identity development, crafting a visual system that balanced modern geometry with effortless elegance. The result is a bold yet approachable brand that feels equally at home on architectural signage, print materials, and lifestyle campaigns.
Brand Strategy
The name “The Radius” evokes ideas of movement, connection, and refined geometry, suggesting both reach and balance. The brand strategy centered around creating a sense of elevated intentionality: every curve, color, and composition reinforces design as a lifestyle.
The tagline, “Distinctive by Design,” positions The Radius as not just a place to live, but a statement of taste, where architecture, amenities, and experience come together through thoughtful design.
Logo Design
The logo mark builds from the circular geometry of the letter R, merging precision and flow into a single continuous form. The stem of the “R” extends outward, symbolizing connection and reach, echoing the architectural principle of a radius extending from a central point.
The final symbol is strong, geometric, and effortlessly modern, designed to function seamlessly across digital, print, and environmental applications. Its visual clarity ensures legibility at every scale, from business cards to building signage.
Color Palette & Typography
The visual palette balances warmth and depth through a combination of bold and serene tones:
Sunset Orange (#FF5700): Vibrant energy and modern warmth
Deep Teal (#13353E / #26707D): Sophisticated balance and depth
Soft Ivory (#F4EDDF): A minimal neutral grounding the identity
Together, these colors create a gradient-driven system, suggesting movement, luxury, and a lifestyle in motion.
Typography pairs Termina Demi for headlines with Helvetica for body copy, combining confident geometry with timeless legibility. The result is a typographic voice that feels contemporary yet classic, mirroring the high-rise’s blend of modern luxury and architectural form.
Applications & Deliverables
The brand system was extended across multiple touchpoints to deliver a cohesive and elevated visual experience:
Brand Guidelines: A modular grid-based system showcasing logo construction and geometric foundations
Brochure & Leasing Collateral: Editorial-style layouts featuring gradient overlays, architectural photography, and aspirational lifestyle imagery
Business Collateral: Minimalist business cards and stationery using the orange-to-teal gradient for a refined yet striking impression
Outdoor Advertising: Billboards and posters highlighting brand photography and the tagline “Designed for the way you live.”
Digital Presence: Social and web applications featuring motion-friendly gradients and a modular grid that translates beautifully across screen sizes
Outcome & Impact
The Radius identity establishes a visual standard of modern distinction. By merging architectural rigor with lifestyle warmth, the brand resonates with residents seeking a home that reflects intentional living and refined taste.
From the clean geometry of the “R” mark to the radiant gradient system, every touchpoint reinforces the message at the core of The Radius:
Design isn’t just what defines it, it’s what makes it feel like home.