Marabella Pointe — Mason McCaffety

Mason McCaffety

Marabella Pointe2024 | Brand Identity | Real Estate

Visual Identity for Marabella Pointe Townhomes on the Charleston Coast in South Carolina.

The identity for this property was directly drawn from the tropical plant, Tree philodendron. Beyond that, typography was deliberately chosen to be a contemporary serif; young enough for the demographic, but classic enough to communicate stability and warmth.

Marabella Pointe is a property of townhomes targeted at 30 — 35 year old tenants, and older couples looking to downsize in their 50’s. The brand identity invokes the sense of freedom that comes with coastal living while keeping a sense of sophistication to tie into the urban half of the location.

The Color Story was deliberately chosen to represent the environment of coastal living, and drawing from my favorite aspects about the coast like Moonlight, Storm, and Saltgrass.

The Logo is derived from the tropical plant, Tree Philodendron, a prevalent plant on the Charleston Coast. I broke the figure down to it’s basic forms and rebuilt the central form to be framed by an arched window, representing the view on the property.