KANSO
A home that revolves around your life.
CHALLENGE
AvalonBay had just acquired a new property where they were looking to provide a unique, low-touch offering to residents. But with the concept not fitting under any of their current apartment brands, they needed to figure out how this property connected to their overall strategy.
SOLUTION
After conducting internal stakeholder workshops, touring various local competitors and analyzing the target audience, we uncovered an opportunity for AvalonBay to create a new brand. One that grew on cultural trends like self-service and minimalism, and created the perfect home base for those on the move.
RESULTS
The brand resonated with customers, leading to the community completing it’s lease-up period far ahead of schedule despite opening doors in the midst of the pandemic.
Unlike high-touch, amenity-driven Avalon and AVA, Kanso taps into a growing audience segment seeking a seamless, tech-enabled experience that fits into their busy lives. With that in mind, we developed a streamlined brand platform centered around ease and connectivity.
Conscious. Connected. Clean. Clear. Those four C's make up the Kanso personality. They influenced us to take a simple, no-fluff approach when creating the brand expression and logo.
With the Kanso brand in hand, we began thinking about how we could infuse it across the customer journey. Kanso living involves little-to-no staff, so the showroom needed to operate the same way.
Signage was strategically placed throughout the space to convey key features, resident benefits and community information.
The website needed to function as a go-to resource for both current and potential residents of the community. From the Kanso story and brand partnerships to the community features and neighborhood spots, we included it all in a scannable, mobile-friendly way.