SPRINGLINE APARTMENTS BRANDING
Partnering with Red Propeller, a strategic real estate development firm in Seattle, Springline is a new apartment complex in West Seattle's oldest, most coveted neighborhood, the Admiral District; a community, rich with vibrant people, small businesses, eclectic eateries, farmers markets, and scenic outdoor spaces right on the Puget Sound. Interior spaces designed by Todd James Bertelotti and Dwight Doty of ObjectSpace. Springline Apartments is named after the nautical term "spring line", the piece that works in conjunction with the bow and stern lines to hold a boat’s connection to the dock. The creative had to convey this same concept in the way that Springline keeps residents connected to what’s important to them: Alki, outdoor recreation, the beach, the views of the sound, mountains, downtown and to nature; ultimately to work and play. The creative connects the ideas of the spring line, the connection between the West Seattle junctions on California Avenue, and the architecture itself spanning the full block. Mirroring the serenity, sophistication and vibrancy of the neighborhood, the brand reaches to an audience of new families and young professionals.