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Luella Lofts
Deliverables
Refreshed Logo, Rebranding, Brand Guidelines, Assets, Website, Email Newsletter Templates, Packaging, Social Media Skins & Templates, Ad Templates, Illustrations
Date
2022
Location
Sacramento, California
Role
Sr. Designer (Watson Creative)
Team
Hannah Paul • Copywriter
TRANQUILITY INSIDE. CITY ADVENTURE OUTSIDE.
I was fortunate to be part of a team that was tasked in Naming/Branding lofts that were being built downtown Sacramento. After a couple rounds, the winning name was Luella, based on an early 20th-century American businesswoman, civic reformer, and suffragist, who was also the first woman elected to the Sacramento City Council in 1912. Her election was the first time a woman was elected to a city council in California or of any major American city. Using elements of a beautifully mural commissioned for a long vertical wall, we breathed life in to this brand, just like the gingko trees out front do in the spring.
