Prepared for you by zö agency.
Authored and designed for Luxera by zö agency
“Today we are faced with the preeminent fact that, if civilization is to survive, we must cultivate the science of human relationships - the ability of all peoples, of all kinds, to live together, in the same world at peace.” These words from Franklin Delano Roosevelt–in one of his final addresses to the American people–embody the ideals that fuel what we’re doing at Luxera. We recognize that housing is a basic tenet of human flourishing, but if you ask us, we think it’s time to up the ante.
That’s why we build luxury apartments. Beyond simply building places where people live, we build communities that people absolutely love to live in. From the most obvious details to the most obscure, luxury is evident in every square inch of our properties: in both the interior and exterior spaces. Our commitment to luxury is clear. It’s seen in the magnificent design and layout of our properties, the professionalism and care of our staff and the high-end design and custom-touches that make each and every apartment unit a stunner.
By building high-end apartment communities where luxury is the minimum: we bring the good news of better living to communities that have been eagerly awaiting a lavish living experience.
About a century ago, consumer decision-making was almost solely inspired by how a product met a clear functional need. Over time, the factors that influence choice have evolved in phases. From what a product does for us to how it makes us feel, these factors are many. Since the birth of the internet and the emergence of social media, however, we now have access to more information than we know what to do with. In response, identity is now shaping choice more than ever in our history. People make decisions now–product or not–to affirm or defend what they believe to be true about themselves or who they want to be. Because of this, brands need to have purposes driving their existence beyond just profitability. If we truly want to operate with influence, we must earn it through purpose. In the words of Philip Kotler: “Be a cause, not just a business. Have a higher mission.”*
*Philip Kotler is a renowned author and professor emeritus at the Kellogg School of Management at Northwestern University
We envision a future where luxury apartment developers build properties that have an immeasurable impact on the whole neighborhood. People will come home to neighborhoods that they used to merely drive through. In our effort to develop sustainable luxury apartment complexes, we’ll lead the movement for community building - making significant contributions to housing, local economics and culture for formerly forgotten or overlooked pockets of our cities. By moving in and creating a compelling and attractive sense of “place,” we’ll redefine the standard for “placemaking,” encouraging other trendsetters and placemakers to join us in the effort to create flourishing neighborhoods that people love to live in.
The vision that we have for ourselves and the people we serve puts us in direct tension with widely-accepted cultural norms for our industry. We foresee some disruption in our category, as developers and builders tend to leave a neighborhood behind for good once they’ve finished building what they came to build. There’s no long-term presence - no sticking around. For us, the neighborhoods we build in are the neighborhoods we live in; so we’ll be here to see this vision come to life.
We build better communities by continuously improving the quality of life for those who call our neighbhorhoods home.
Meaningful mission statements are ones that establish a clear and narrow focus for an organization. Rather than being filled with empty language that makes no promises and provides no direction, our mission statement clarifies what our core commitments are. If our vision paints a picture for where we’re going in the future, our mission statement clearly lays out the steps for how we get there.
Our mission statement focuses how we approach our work on a daily basis. It establishes expectations for how we do what we do - because what we do proves what we believe.
We exist to build luxury communities that people love to live in.
We once heard someone say that if you do not know your why, you will not know your way. They were speaking to this idea of purpose, of having a motivation or conviction that satisfies one’s reason for existence. Clarifying the purpose of our brand is vital, because in the words of Simon Sinek, “people don’t buy what you do, they buy why you do it.”
At Luxera, we build high-end properties that bring life, energy and opportunity to the whole of the community. By providing luxury apartments and world-class amenities, we present people with the opportunity to move on up to a higher level of living. Unlike some others, we don’t cut and run. We build in the communities and neighborhoods we too call home. In the design and construction of both our interior and exterior spaces, we attend to both the smallest and grandest details - wanting every interaction with our residents and guests to embody our commitment to the lush life. By simply stepping foot on a Luxera property, you’ll feel as if you’ve escaped the outside world to a palatial destination within. We believe that the time for luxury is now, and if you’re ready for it: it’s waiting for you.
(Insert Slogan Here) *
By focusing on the unique anxieties or motivations that influence our customers’ decision making, we can better identify the causalities behind a consumer decision and how these factors lead a consumer toward their desired outcomes. We call this “progress.” Consumers want to make progress toward their desired outcomes, and we can help them get there by positioning our brand as the best ally for them on the journey.
EACH OF OUR RESIDENTS WANT TO MAKE PROGRESS IN LIFE. PROGRESS TOWARD THE THINGS THEY WANT MOST. HERE’S HOW WE COMMUNICATE OUR VALUE IN A WAY THAT SPEAKS INTO THEIR PROGRESS.
• “Feature-rich and design-forward, we build luxury apartments that people love to live in.”
• “Our attention to crafting luxurious spaces with high-end finishes does not come at the expense of providing the utmost in privacy and security.”
• “Luxury is evident in every single element of how we build our high-end apartment communities. You can see it in the finishes, decor, art and on the grounds. You can feel it in the fabrics, the surfaces, and the spaces where you lounge. You can smell it, breathe it in and inhale it deeply.”
• “Get the luxury living experience you crave at a price you can afford.”
• “Get everything you’re looking for in a luxury apartment, without losing proximity to the places where you’re needed.”
• “At Luxera, we build properties where the outside meets the inside - where the built world and the natural world strike balance. Feel at home–feel at peace–wherever you are: in your unit, on the grounds or in the common spaces.”
• “Change can be hard but change always equals opportunity. In this case: the opportunity to live the life you’ve been dreaming of.”
• “In the heart of the city and close to all the things you want to do - come and experience better living.”
• “Your time has come to live in luxury. Don’t you dare miss a minute of it.”
Good communication is not determined by how something is said but by how it’s heard. To be able to speak with influence and to inspire action in our people, it requires that our brand speaks with a clear and familiar voice. Clarifying archetypal identity helps us better understand the role our brand plays in the customer journey and will clarify the voice through which our brand speaks.
An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.
(Adapted from The Concise Oxford Dictionary of Literary Terms)
“An archetype is a universally familiar character that transcends time, place, gender and age. It represents an eternal truth.”
Jon Howard-Spink, Planning Director at Mustoe Merriman Levy
Motivated by the desire to bring people together to see disputes resolved, the Ambassador adeptly navigates organizational complexity, astutely reads people and situations and promotes long-range thinking. This archetype values continuity, harmony and stability. Essentially a diplomat, the Ambassador has a 30,000-foot view of the problems faced by an increasingly flat world. The Ambassador is a public relations expert, trained listener and sensitive mediator. Known to have an easy manner characterized by charm, persuasion, tolerance, patience, skill, good judgment, multilingualism and peace making, the Ambassador is strategic in identifying common ground and guiding others toward that place.
Relying on empathy, quick wit and finely tuned analytical skills, the Ambassador understands the need to build consensus with power brokers. Equal parts brain and bravado, the Ambassador usually comes to power as a result of the support of a large group of decision-makers. Committed to systems thinking, the Ambassador does not yield to the whims of special interest groups that would threaten the greater common good. The Ambassador is generally forthright, direct, grounded and powerful. Driven by a personal code of integrity, this archetype seeks to balance competing interests and agendas in every situation.
Motivated by the desire to bring people together and see disputes resolved.
We respond to resident disputes with empathy: listening to all parties and finding solutions that benefit each resident involved.
Strategically identifies common ground and guides others toward that place.
We build more than just properties - we build communities where all members are able to get what they need.
Driven by integrity, this archetype balances competing interests and agendas in every situation.
We serve the needs of the whole community and all of its members: our residents, guests and neighbors.
Characterized by charm, tolerance, patience, good judgement and peace making.
We build luxury apartment communities where each and every resident can experience a flourishing life.
Thinks in systems and makes decisions that promote the common good.
In both big and small decisions, we make choices that collectively benefit the community.
Examples: Nelson Mandela, Pocahontas, Oprah Winfrey and Brooks Brothers
The Networker creates communities of collaborative peers for the mutual benefit of the collective. Operating as a hub, this archetype is motivated by an intuitive knowledge of people’s unique skills and differentiating aspects. Fascinated by patterns and usually extroverted, the Networker finds meaning in knowing people in many cultures, locations and industries. This archetype finds commonalities between people and is motivated to expand its sphere of influence by forging alliances and making connections within disparate groups of people. This archetype demonstrates an intuitive emotional sensitivity to the needs of other people. Sometimes seen as a social butterfly, the Networker is generally quite good at putting people at ease, telling stories and making friends.
The Networker is cultured, socially facile and has a broad knowledge base. With an easy laugh and the ability to make others feel good, the Networker brings information, power and inspiration to spread ideas and spark change across a broad spectrum–from the political to the ideological to the artistic. By knowing the right people, the Networker is a powerful facilitator to make things happen.
We create communities of collaborative peers for the mutual benefit of the collective.
Finds commonalities between people and is able to forge alliances and bridge divides between disparate groups.
Possesses an intuitive emotional sensitivity to the needs of other people.
We build communities where residents can live in luxury, businesses can grow, guests and customers can get what they need and neighborhoods can thrive.
Our luxury apartments are home to a wide array of people. We help them find common ground in their disputes and guide them toward a happy coexistence.
We come to know our residents so well that we can sometimes know what they need before they do.
Socially facile; this archetype is good at putting people at ease and making others feel good.
We help our residents get back to better living; where they experience what it means to love where they live.
This archetype is a powerful facilitator; capable of making things happen.
Our teams are staffed with exceptional, qualified people - capable of aiding our residents in finding solutions to their problems.
Examples: TED, Salesforce, eBay and LinkedIn
The Servant assumes a spectrum of roles, from one who serves another to servant leadership. The unifying quality of the Servant is a calling to service for the benefit of enhancing others’ lives. Although often seen in a diminishing light, the true spirit of the Servant does not imply subservience but represents a perspective that puts others first. In supporting the well-being and empowerment of people and community, the Servant feels a deep responsibility to contribute positively to the world. A diligent and dedicated helper, the Servant is a humble steward, freely choosing to serve and to satisfy.
Service occurs both behind the scenes and out in front. In leadership, service looks like the removal of obstacles or assisting others in accomplishing their objectives. Servant leadership is generally participative and reflects a spiritual view of an organization’s vision, mission and identity. The rewards of service itself are sufficient, and external recognition is not required. Service is given for the benefit of multiple levels of community, from self to others and beyond to ideals, concepts and causes.
Does not contain a mandate to subservience or being indentured but represents a calling to service for the benefit of enhancing others lives.
A diligent and dedicated helper, they carry themselves as a humble steward, freely choosing to serve and to satisfy.
The service of others is central to who we are and how we treat our residents. To deny ourselves and center their need is our highest priority.
We gladly aid our residents in whatever they need, finding our deepest sense of purpose in the process.
Possesses a commitment to the growth of others and has a talent for community building.
Exists to support the wellbeing and empowerment of people in their community, and feels a deep responsibility to contribute positively to the world.
Service can be rendered for the benefit of multiple levels of community, from self to others and beyond to ideals, concepts and causes.
Beyond simply building world-class properties, we’re committed to building world-class neighborhoods.
Examples: Buy On Purpose, Interface, One Day’s Wages and USAA
In every interaction we have with our residents, we want them to walk away knowing just how valuable they are to us.
We develop properties with the end goal of helping our residents, neighbors and community members love where they live.
People desire authentic human connection - the kind that moves and inspires. They want to know others and they want to be deeply known. However, to be known by others requires that we first know ourselves: who we are, as well as who we are not. Defining both areas for our brand helps us speak with greater influence because it establishes clear parameters for how we come across to those we’re speaking to. This clarity helps build familiarity and trust among our people, thus stimulating ongoing engagement, relationship and loyalty.
We’ve established a new standard for luxury living and people are taking notice. WHO
Beyond simply building apartments that people can live long, full lives in - we build the kind of spaces and create the kind of communities that people love to live in.
When it comes to how we build our properties, we adhere to a standard where luxury is the absolute minimum. People are impressed by every detail and finish, moved by every scent and sound and carried away by how it feels to simply be present on one of our properties.
We embrace every resident and guest with an invitational spirit - speaking in such a way where they always feel seen, dignified and valued as a member of our community.
Coming to a Luxera community should feel like coming home. Because of this, it’s important that we’re always mindful of how we speak and how we interact with others. We want people to feel free to be fully themselves, but self-expressions based in sarcasm or thoughtless humor don’t often make others feel like they belong.
We hold ourselves to a higher standard. It’s not about policing language or conduct - it’s about living up to the ideals we espouse: to welcome every person warmly, to offer our assistance in whatever way it’s needed and to center and prioritize the experiences of our residents and guests when they are in our presence. We only get so much time and interaction with them so it’s absolutely necessary that we make the most of it.
The design of our spaces is familiar, but new: everything you hoped it would be, and unlike anything you could imagine - all at the same time.
It’s like you recognize what you’re seeing, but you’re still completely blown away by it. This inherent tension in our dichotomous design makes for an entirely unique experience that people will feel completely at home in.
Design and architecture should be approached with the intent to reimagine how we live. If the buildings and spaces we create do indeed create us–as Frank Lloyd Wright once put it–why would we waste our time and effort creating something less excellent than what our existence deserves?
The pages of this brand book equip us with the ability to speak on behalf of the brand clearly and cohesively, while clarifying any misunderstanding or ambiguity regarding who we are, the value we offer and why it matters to the people in our communities.
Messaging–for the most part–is subtext. It heavily informs how we write copy but isn’t always copy itself. Messaging also informs how creative work should look, feel and sound. This Key Messaging Framework is where we index the select parts of our messaging that can be immediately utilized as copy, whether for internal or external purposes. Expectations for tone of voice are also clarified in this section, by defining what brand character and personality should look and sound like in every expression.
We envision a future where luxury apartment developers build properties that have an immeasurable impact on the whole neighborhood. People will come home to neighborhoods that they used to merely drive through. In our effort to develop sustainable luxury apartment complexes, we’ll lead the movement for community building - making significant contributions to housing, local economics and culture for formerly forgotten or overlooked pockets of our cities. By moving in and creating a compelling and attractive sense of “place,” we’ll redefine the standard for “placemaking,” encouraging other trendsetters and placemakers to join us in the effort to create flourishing neighborhoods that people love to live in.
• Ambassador
We build to enhance the lives of the whole neighborhood.
• Networker
We build communities where every resident and guest can experience the lush life.
• Servant
We tend to every single need that may afflict our residents or guests.
OUR MISSION
We build better communities by continuously improving the quality of life for those who call our neighbhorhoods home.
• We are Trusted, never Basic.
• We are Welcoming, never Cheeky
• We are Timeless, never Austere
OUR PURPOSE
We exist to build luxury communities that people love to live in.
At Luxera, we build high-end properties that bring life, energy and opportunity to the whole of the community. By providing luxury apartments and world-class amenities, we present people with the opportunity to move on up to a higher level of living. Unlike some others, we don’t cut and run. We build in the communities and neighborhoods we too call home. In the design and construction of both our interior and exterior spaces, we attend to both the smallest and grandest detailswanting every interaction with our residents and guests to embody our commitment to the lush life. By simply stepping foot on a Luxera property, you’ll feel as if you’ve escaped the outside world to a palatial destination within. We believe that the time for luxury is now, and if you’re ready for it: it’s waiting for you.
“Feature-rich and design-forward, we build luxury apartments that people love to live in.”
“Our attention to crafting luxurious spaces with high-end finishes does not come at the expense of providing the utmost in privacy and security.”
“Luxury is evident in every single element of how we build our high-end apartment communities. You can see it in the finishes, decor, art and on the grounds. You can feel it in the fabrics, the surfaces and the spaces where you lounge. You can smell it, breathe it in and inhale it deeply.”
“Get the luxury living experience you crave at a price you can afford.”
“Get everything you’re looking for in a luxury apartment, without losing proximity to the places where you’re needed.”
“At Luxera, we build properties where the outside meets the inside - where the built world and the natural world strike balance. Feel at home–feel at peace–wherever you are: in your unit, on the grounds or in the common spaces.”
“Change can be hard but change always equals opportunity. In this case: the opportunity to live the life you’ve been dreaming of.”
“In the heart of the city and close to all the things you want to do - come and experience better living.”
“Your time has come to live in luxury. Don’t you dare miss a minute of it.”
How are we like the Ambassador?
• “We respond to resident disputes with empathy: listening to all parties and finding solutions that benefit each resident involved.”
• “We build more than just properties - we build communities where all members are able to get what they need.”
• “We build properties that serve the needs of the whole community and all of its members: our residents, guests and neighbors.”
• “We build luxury apartment communities where each and every resident can experience a flourishing life.”
• “In both big and small decisions, we make choices that collectively benefit the community.”
• “We help our residents get back to better living; where they experience what it means to love where they live.”
• “Our teams are staffed with exceptional, qualified people - capable of aiding our residents in finding solutions to their problems.”
How are we like the Networker?
• “We build communities where residents can live in luxury, businesses can grow, guests and customers can get what they need and neighborhoods can thrive.”
• “Our luxury apartments are home to a wide array of people. We help them find common ground in their disputes and guide them toward a happy coexistence.”
• “We come to know our residents so well that we can sometimes know what they need before they do.”
How are we like the Servant?
• “The service of others is central to who we are and how we treat our residents. To deny ourselves and center their need is our highest priority.”
• “We gladly aid our residents in whatever they need, finding our deepest sense of purpose in the process.”
• “Beyond simply building world-class properties, we’re committed to building world-class neighborhoods.”
• “In every interaction we have with our residents, we want them to walk away knowing just how valuable they are to us.”
• “We develop properties with the end goal of helping our residents, neighbors and community members love where they live.”
• “We’ve established a new standard for luxury living and people are taking notice.”
• “We embrace every resident and guest with an invitational spirit - speaking in such a way where they always feel seen, dignified and valued as a member of our community.”
• “The design of our spaces is familiar, but new: everything you hoped it would be, and unlike anything you could imagine - all at the same time.”
(Insert Slogan Here) *
80% of how our brains understand the world around us comes from vision - our primary sense. Additionally, our brain’s biochemistry determines why we consider some visuals more attractive than others. Having a logo that looks nice is not enough. We believe in good design, the kind that captures attention and compels action.
Logo, typeface and color are all key ingredients to visual identity. The following pages provide clarity and guidance on how to put these elements to good use.
SHALLOW SEA DEEP SEA
RGB: 35, 125, 140
HEX (#): 237D8C
CMYK: 84% 37% 38% 6%
A primary brand color.
RGB: 6, 52, 63
HEX (#): 06343F
CMYK: 93% 66% 55% 52%
Use for web buttons and bolded headers.
RGB: 5, 3, 2, 0
HEX (#): EFF0F2
CMYK: 5% 3% 2% 0%
Use for backgrounds or text on colored backgrounds.
RGB: 178, 138, 50
HEX (#): B28A32
CMYK: 29% 42% 98% 6%
A secondary brand color.
RGB: 145, 103, 28
HEX (#): 91671C
CMYK: 36% 55% 100% 20%
A secondary brand color.
Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
When printing small, keep it simple.
For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.
Use the proper format.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications
Keep your logo unique.
Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts.
Do not stretch or modify. The quickest way to undermine your brand is altering your logo— either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key will retain the proportions as you scale with a pointer tool.
ZONA PRO BOLD
36 pt
ZONA PRO LIGHT
17 pt / 50 pt Tracking
ZONA PRO LIGHT
12 pt / 24 pt Leading
EXAMPLE OF LARGE INTRO COPY.
Example of body copy. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident.
ZONA PRO REGULAR
12 pt / 18 pt Leading
Example of regular information.
CALIBRI BOLD
15 pt
CALIBRI REGULAR
10.5 pt / 15 pt Leading /
110% Width
A word on substitute fonts.
In a pinch, you can substitute Calibri for Zona Pro. Calibri will not have the same fine quality to the letters but is highly legible. If budget is an issue, consider purchasing one or two font styles of Zona Pro (Thin for large headers and Light for body copy) and use Calibri for everything else. You may also strategically purchase one or two licenses for workstations that produce the bulk of clientfacing materials.
Use images that are fairly close, minimalistic, have texture and depth, to create a sense of being invited to ‘touch and feel’ . Such images are best used when describing attributes such as service, luxury, details.
Use mid distance whimsical images that invite the viewer to think ‘I want that’ or be curious to know more. This is often the stance beautiful glossy magazines use to present material. The images should feature items or elements that exude luxury regardless of style.
Use images that generate a sense of ‘I want to do that’ or ‘I feel like I could do that’. Motivational magazines might use this tactic. It could be a luxury experience that feels close enough to reach out and grab, or a physical exercise, dinner, wine, sleep. Make the viewer ‘want to do that now’. They see ‘I am like that. I could be like that.’
Use images that exude height, depth, distance and vastness from the viewers standpoint to emphasize ‘this is a greater perspective’ with the imagery. These images make us think bigger, be inspired, dream beyond what is now. If possible, they should make one gasp a little.
Our language should always come across with a degree of certainty. We know who we are, what we like and what we value. We also know that no other brand in our category can do what we do better than we can. Luxury is the essence of our brand. It’s in our soul.
• “There’s no home like Luxera.”
• “Come home to a life beyond compare.”
• “We believe that the time for luxury is now.”
• “We don’t just care about building world-class properties - we want our world-class properties to transform their neighborhoods into world-class neighborhoods.”
• “We do not believe in building a product for the lowest cost possible. We will do our best to build it as well as we can when it comes to the stewardship of our resources. That being said, we will not cut corners or compromise on quality just to save a buck.”
Always confident, clear and poised. We see no value in ego or brash, loud declarations. We don’t speak as one who craves the attention of others.
We’re built to serve any person who craves the lush life. We build properties for those who want to come home to a higher standard of luxury.
It’s true that we build luxury properties, but that’s not what makes us distinct or unique in our category. We know that. The degree to which we build our luxury properties, however, that’s what truly sets us apart. We give new meaning to the word luxury, as it’s abundantly clear in each and every detail.
