Avilla Brand Guidelines 06082021

AVILLA HOMES

In this guide, you will get to know a little more about us. How we act, think and look. This document serves as a guide to all of the Avilla Homes brand communications, both internal and external. The purpose is to ensure that we stay consistent in our voice, look and style. Consistency across all channels is key.

THE AVILLA BRAND VOICE

OUR ELEVATED LIVING EXPERIENCE

Avilla is on a steady growth path to provide an elevated experience across the country. We promise our residents a living experience like no other. Offering an innovative luxury housing option without the burden of a mortgage or worries of ongoing maintenance. Our company growth and resident experience, combined with the visual and verbal expression of our unique product offering, help to make up our brand personality. By aligning our brand voice with what we promise, our residents will recognize Avilla as brand that sets itself an apart and fits their personality and lifestyle.

CONSISTENCY IS KEY

To build a successful brand identity, we must excel at both the tangible and intangible, by speaking in the same style and manner at all points of contact. The more consistently we communicate, the more consumers understand what makes the Avilla brand unique. By maintaining a unified voice, we can emphasize the most important aspects of our brand personality.

THE AVILLA BRAND IN ACTION

The following sections provide guidance on how to properly execute and implement our brand across all channels both internally and externally. In addition, we’ll show you samples of the brand in action, as a guide to how we are currently communicating to our prospects and residents.

USING THE AVILLA LOGO

AVILLA LOGO

This is the authorized Avilla logo. Leveraged in the proper format, it will help to ensure brand consistency and notoriety within the marketing place, with our communities and investors alike.

The Avilla Logo is the primary visual identification of the Avilla brand. Always, without exception, use this logo in its origional form. The consistency is critical in retaining the essence of Avilla over time and across all audiences.

A secondary logo may be used in special case-by-case circumstances where space does not allow the logomark.

Logo assets must be obtained by the NexMetro marketing department.

Primary logo with logomark

Secondary logo without logomark–used for special case-by-case circumstances.

USING THE AVILLA LOGO

CLEAR SPACE

Clear space is the minimum area surrounding the identity that must be kept clear of any other typography (with the exception of locator) or graphic elements such as photographs, illustrations, thematic images and patterns and the trim edge of a printed piece. More than the minimum clear space is encouraged if applications provide the opportunity.

To ensure correct measurement and proportion, use the logomark’s width as a measuring tool. Correct area for clear space equals the width of the logomark measured from the outermost edges.

MINIMUM SIZE

A minimum width of 1" is to be used with Avilla collateral to ensure legibility in all applications.

This is not the minimum size for using the logomark to be used on it's own, see page 13 for size limitations of the logomark.

USING THE AVILLA LOGO

LOGO COLOR FORMATS

Color executions of the Avilla logo include a CMYK, 1-color PMS and reversed logo. For premiums, architectural details or other applications where the Avilla logo is etched, embossed, sandblasted or spot varnished, the color can be the same as the substrate of the material used.

Avilla logos should only be printed in black, slate grey (see color breakdowns on page 12), and reversed out in white. Reversed out in white is only approved to be on black, slate grey, and Avilla Blue colored backgrounds. An approved colored background must be used when placing the logo on a photo (see page 18) The logo should never be printed or used in another color variation even if part of the brand.

4-color CMYK

1-color black Reversed - black

1-color PMS

Reversed - Slate Gray

Reversed - Avilla Blue

USING THE AVILLA LOGO

LOCATORS

This information is shown to ensure that the logotype quality is sustained and to make it easy to identify the correct typography.

Note: Slight exceptions can be made for signage placement to comply with postal regulations. It is advised to speak to a brand consultant before making modifications.

Community specific logos must be obtained by the NexMetro marketing department.

If logo width is 3", correct typography for the locator is set at: 24pt Gotham Book, centered in all caps, Leading: 25, tracking: 40

If locator type exceeds width of the Avilla logotype, it must be on two lines.

PASEO BUFFALO RUN

VALLEY VISTA DRIVE

VALLEY VISTA DRIVE

Equal vertical distance between Avilla logotype with line and line with locator.

USING THE AVILLA LOGO

AVILLA TAGLINES

Luxury Leased Homes...Redefined:

• Must be used as indicted, and cannot be broken up or modified. Best use practice is to place as an image when using, never to be retyped.

• Can be used either as one line or two lines.

• Can be used as a headline, sub headline or tagline to describe the product

• This tagline is not to be used in conjuction with the Avilla logo.

• When using a tagline, only use one at a time. Do not use with the tagline; "Rents like an apartment, lives like a Home".

(View examples on how to use these taglines starting on pg 23)

Stacked tagline

Redefined .46"

Stacked tagline

Minimum height shown of .46"

LUXURY LEASED HOMES...Redefined

Horizontal tagline

Minimum height shown at .28"

.28"

USING THE AVILLA LOGO

AVILLA TAGLINES

Rents like an apartment, lives like a home:

• Must be used as indicted, and cannot be broken up or modified. Best use practice is to place as an image when using, never to be retyped.

• Can be used as a headline, sub headline or tagline to describe the product

• When using a tagline, only use one at a time. Do not use with the tagline; "Luxury Leased Homes...Redefined".

• Taglines are to follow the same guidelines at the logotypedo not use in any other colors besides slate gray and white.

Rents like an apartment... Lives like a Home

Rents like an apartment...

Lives like a Home

Rents like an apartment... Lives like a Home

Stacked tagline

Minimum height shown of .46"

Rents like an apartment... Lives like a Home

Horizontal tagline

Minimum height shown at .28"

.46"

.28"

USING THE AVILLA LOGO

The examples on this page illustrate incorrect Avilla logo usage.

DO NOT add a stroke or outline

DO NOT add effects or drop shadows

DO NOT stretch, squish or skew

INCORRECT USE BUFFALO RUN

DO NOT move or change proportions of the logomark

DO NOT change or mix colors

DO NOT add elements

DO NOT angle or flip

DO NOT change the locator typeface

DO NOT place on background that renders logo illegible, including imagery (see page 15 for proper use).

The examples above do not include all non-compliant possibilities. If you have questions about a specific logo usage, please reach out to the NexMetro marketing department.

BRAND ELEMENTS

AVILLA COLOR PALETTE

The Avilla logo should be reproduced in CMYK** whenever possible. However, when only PMS printing is available, the colors in this palette should be employed. The Avilla brand must never be shown in colors other than those specified in this manual, even if they are within the brand color palette.

PRIMARY

SECONDARY

Slate grey is to be used for headlines, subheads, body copy and backgrounds. Avilla Blue is reserved for headlines and backgrounds

Secondary colors are to be used for backgrounds and callouts.

If you need a PMS color code that isn’t listed, please reach out to NexMetro Marketing.

**CYMK colors should always be printed as indicated and never as a conversion from the PMS color

ACCENT

Accent colors are to be used sparingly within collateral.

The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. For the accurate PANTONE Color Standards, refer to the current edition of the PANTONE Color Formula Guide.

BRAND ELEMENTS

LOGOMARK USED AS A DESIGN ELEMENT

The Avilla "weave" is considered a brand element and the integrity of this element should always be kept. The weave should not be used for the sake of use and should follow the below guidelines.

• Weave should never be placed randomly as a "watermark" (see example on pg 23 for what to avoid)

• Weave should always maintain the same integrity as the Avilla logotype. Do not rotate logomark 90°

• See examples starting on page 16 for how weave is used in marketing collateral

• Follow same guidlines of misuse as Avilla logotype (pg 11)

• The weave should be used sparingly within print collateral

PATTERN APPLICATIONS

HORIZONTAL USE

Shown in minimum height and 95% of overall height of background Minimum blue banding height is .28"

The logomark should not be cut off at the top or the bottom. Do not place text on top of pattern

210% of banding size

95% of overall height

Maximum size is 95% of the overall height of the item the logomark is being placed in.

VERTICAL USE

Repeated vertical logomark is to be 210% of the banding it is placed in. Placement of the logomark within the banding is trimmed at it's center point (see below) and the entire pattern is on-center within the height of the banding pattern placed on-center trimmed at center

Slate Gray, 15% Opacity Only to be used on a white background

Reversed (white), 15% Opacity Only to be used on Avilla Blue background

BRAND ELEMENTS

WEAVE WITH LINES

The Avilla "weave" is considered a brand element and the integrity of this element should always be kept. The weave should not be used for the sake of use and should follow the below guidelines.

• Weave with lines should maintain the the same integrity as the Avilla logotype. Do not shorten or lengthen the lines

• For best use practices, place as an image.

• Follow same guidlines of misuse as Avilla logotype (pg 11)

• Weave with lines can only be shown in slate gray or reversed out in white.

• To be used very sparingly.

Main color of use: Slate Gray Minimum Height is .266"

Example of use:

.266"

BRAND ELEMENTS

TYPOGRAPHY

Typography standards ensure brand consistency across all printed materials. Gotham is the primary font family for use in professionally designed and printed communications.

Gotham Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Book Italic

See print collateral (starting on page 19) for examples of how to use the typefaces in marketing collateral

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

FONT USAGE

Gotham Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Headline: 24+ pt | 2pt leading

Headline 2: 24+ pt | 2pt leading

Subhead: 16+ pt | 2pt leading

Small Headline: 14pt+ | 4 pt leading

Body Copy: 12+ pt | 4 pt leading

Body Copy: 8+ pt | 4pt leading

Callout Header: 12pt+ | 4pt leading

Callout Body: 12pt+ | 4pt leading

Detail copy: 9pt+/Detail copy: 9pt+ | 2pt leading

BRAND ELEMENTS

WEB APPROVED TYPEFACES

Sheila is both a print and web safe font, only to be used sparingly, such as for taglines or special text callouts both in print and digital platforms.

Helvetica is to be used for for internal communications when Gotham is not available and for HTML text only. It should never be used in printed consumer executions.

See collateral (starting on page 18) for examples of how to use the Sheila font.

SECONDARY FONT USAGE

Smallest font size to be used: 17pt When pairing with Gotham, ensure to compliment in size. Follow tagline logo (pg XX) for a baseline. Sentence

INTERNAL COMMUNICATIONS FONT

Helvetica Light

Helvetica Bold

Helvetica Light Oblique

Helvetica Bold Oblique

BRAND ELEMENTS

PHOTOGRAPHY STYLE

Photography enhances our brand and should reflect the kind of lifestyle that our customers can expect at Avilla.

· Soft, bright light

· Open, warm, clean and friendly

· Diversity in subjects (age, race, couples, etc.)

· Sophisticated but not unapproachable

PHOTOGRAPHY IN COLLATERAL

· Mixture of lifestyle and property

· Intriguing crops

· If the Avilla logo needs to be placed on top of a photo, it must be used with a solid color background from the primary palette in either the left or right hand corner of the photo with ample clear space around the logo. (See page 18 for an example)

For approved images please reach out to the NexMetro marketing department.

BRAND ELEMENTS

PHOTOGRAPHY & THE AVILLA LOGO

When using the Avilla logo on top of a photo it must be used with a solid color background from the primary palette (slate gray and Avilla Blue). Place the logo in either the left or right hand corner of the photo with ample clear space around the logo as shown.

· Only use the reversed (white) logotype

· Do not use an opacity on the colored background block

· Do not center the logo on the image

· Do not use the secondary or accent colors for the background color block

· Color background should be 25% the overall size of the photograph

· Always have color background anchored at the top of the photograph

· Community logo will need a larger background square to allow for clear space guidelines.

Logo placement - left

Logo placement - right

MEADOWS

COLLATERAL

BUSINESS CARD

Our stationery system communicates a clear unified and consistent professional image. One of our most personal communications, stationery often represents the first step in a deeper relationship with our customers.

To standardize our communications, a business card template is available in our Prisma DokShop. Logo size, type sizes and type styles have been predetermined to ensure consistency across all stationery elements. Content should be included in the order it appears on the sample here.

Business cards can be ordered in quantities of 250 & 500 and can be found on the Prisma Dokshop here: https://www.dokshop. com/NexMetro/login.asp.

If login credentials are needed please reach out to the NexMetro Marketing Department

When address drops down to 2 lines, all this information needs to shift up to allow for the 2nd line (see below)

Shown at actual scale

COLLATERAL

LETTERHEAD

To standardize our communications, logo size, type sizes and type styles have been pre-determined to ensure consistency across all stationery, including the Avilla logotype will always be at the top and community specific information will be listed in the footer.

There is a template available for printed executions and can be obtained by the NexMetro marketing department.

Location callout in Gotham Bold, slate gray, 8pt

Contact info in Gotham Book, slate gray, 8pt

Address in Gotham book, all caps, slate gray, 7pt, at 50% opacity

Avilla logotype in slate gray

COLLATERAL ENVELOPE

To standardize our communications, logo size, type sizes and type styles have been predetermined to ensure consistency across all stationery elements.

To order: contact the NexMetro marketing department.

Location callout in Gotham Bold, slate gray, 8pt Address in Gotham book, all caps, slate gray, 7pt, at 50% opacity Website in Gotham book, slate gray, 8pt

Avilla logotype in slate gray

COLLATERAL

NEW RESIDENT FOLDER

All white folder with embossed Avilla logo on the front

Folders should only be used at time of new resident move-ins. Folders should contain but are not limited to, any pertinent resident information, community information, vendor information (Ally Waste, Spruce, TV provider etc.) and any local establishment flyers or coupons if applicable.

Close up visual of the embossed logo

Shown with Avilla letterhead and business cards

COLLATERAL

FLYER #2

Copy should be shown left-justified in most collateral.

Copy can be center-justified when necessary. THREE

COLLATERAL

PROMOTIONAL PRODUCTS

All signage, collateral and branded items can be found and ordered from our exclusive Avilla DokShop: https://www.dokshop.com/ NexMetro/login.asp. With the exception of Avilla uniforms which can be purchased by visiting: avilla.logoshop.com

If login credentials are needed please reach out to the NexMetro Marketing Department

24"x36" For Lease A-Frame & Inserts Feather Flags with Ground Stakes

Cutting Board and Coaster Set

16oz Acrylic Tumbler with Straw Branded Buttermints

Brushed Silver Engraved Name Tag

LARGE FORMAT BANNERS

Shown at 3.5% scale

SIGNAGE

MONUMENT SIGN

Monument sign size and design will be determined by the builder in conjunction with NexMetro Development and any city requirements, however minimum logo sizes have been set as a standard guide for implementation across all new build communities. Example is reflective of logo use and placement only.

Color of sign lettering should be run by NexMetro Marketing to ensure visibility unless color is mandated by city in which case we need to ensure the wall/brick is an appropriate color for increased visibility.

Address should not be added to the logo or compete any way – and where possible should be placed offset or below logo similar to the provided example.

If questions arise about preferred address placement please reach out to NexMetro Marketing to discuss best options.

Monument Examples:

minimum size for AVILLA logo lettering to be 10.5"h

minimum size for Community name lettering to be 6"h

minimum size for address numbers to be at least 6"h

AVILLA WELCOME EXPERIENCE

We have developed an elevated “Welcome Home” experience for new residents that should be implemented for every new home move-in throughout the portfolio. Assets include, white folder, exterior door hanger with bow, cutting board & coasters wrapped in ribbon along with a personalized letter left on the counter prior to resident move in’s. Please note exterior door ribbons should not be used for the cutting board & coaster set.

Letter template has been provided to all community managers and should be updated with resident specific and community specific information prior to each move-in.

All items can be ordered from the Avilla Dokshop as needed.

Please note the color of the ribbon in the photo here is not accurate of the brand approved ribbon which is “Smoke Blue.”

If there are any issues in ordering the bows and/or the ribbon please let the NexMetro Marketing team know.

For questions about the Avilla Brand Guidelines, contact the Marketing Manager.

2355 East Camelback Road | Suite 805

Phoenix, Arizona 85016