GEM by Gardner is a new residential community bringing a fresh perspective to apartment living in the Salt Lake City area. With multiple locations planned, the brand needed an identity that felt distinctive, approachable, and built to grow. We developed a comprehensive brand experience spanning strategy, messaging, visual identity, website, signage, and environmental design, creating a cohesive foundation for a new kind of living experience.
Inspired by the facets of gemstones, the visual identity pairs angular typography and a distinctive geometric monogram with a vibrant, jewel-toned palette. Hyper-saturated colors bring an unexpected energy to the brand, creating a bold, modern identity that stands apart.
The geometric language extends into a flexible system of shapes, patterns, and custom amenities icons, creating a cohesive visual experience that adapts seamlessly across applications and locations.
We brought the brand beyond the page and into the built environment, informing architectural and interior design decisions alongside signage, wayfinding, and digital touchpoints. The result is a cohesive experience that connects GEM’s bold visual personality with the spaces residents call home.
