Paseo
Multifamily Real Estate
Services
Competitive Research
Positioning
Competitive Strategy
Brand Architecture
Paseo Residences required a comprehensive rebrand to align their luxury apartment community with the refined yet vibrant on-site amenities and surrounding high-end retail. Uncomn conducted in-depth research to reposition Paseo amid San Antonio’s competitive rental market.
We developed an elegant visual identity blending traditional serif typography with a hand-drawn horse icon evoking Texas hill country charm, mixed with tuscan-inspired luxury. Our tailored solutions across branding, website, signage and marketing materials transformed perceptions and successfully established Paseo as one of San Antonio’s most exclusive rental address.
CHALLENGE
With outdated branding and website, Paseo struggled to attract San Antonio’s affluent young professionals despite luxury condo-like finishes and proximity to upscale shopping/dining. Their identity lacked refinement and failed to convey the one-of-a-kind lifestyle experience found at the picturesque hilltop property.
We needed to revitalize the brand to align with Paseo’s sophisticated aesthetic and highlight the VIP living experience through strategic messaging and bold, polished creative direction.
INSIGHTS
Research revealed Paseo’s target renters desire convenient access to both city attractions and exclusive neighborhood amenities. Competitive analysis uncovered gaps in leveraging Paseo’s prime location and differentiating amenities like stunning architecture and grounds, upscale interior design, and vibrant community spaces.
Strategic brand positioning and visual identity celebrating Paseo’s exclusive address and amenities transformed perceptions from outdated to ultra-luxury. Tailored messaging and photography conveying the lavish Mediterranean-inspired property and lifestyle would resonate with status-driven renters.
SOLUTION
Uncomn conceived an elegant rebrand seamlessly blending Paseo’s hill country charm with contemporary luxury.
The logo masterfully juxtaposed a clean, bold serif wordmark with an intricately hand-drawn icon of a horse and rider, noddding to the rich Texas heritage of the countryside surrounding the property.
The sophisticated color palette pulled from the natural landscape, with warm earthy brown tones complemented by vivid blues evocative of the big Texas sky overhead. Custom graphic patterns repeated the Paseo monogram, with a subtle embossing effect to lend dimension.
Showstopping photography spotlighted the stunning Tuscan architecture with archways, terra cotta roofs, and picturesque courtyards. Sun-drenched images displayed the lavish interiors, adorned with wood floors, granite countertops, and elegant finishes worthy of any luxury condo. Engaging lifestyle photos brought to life the vibrant community amenities from the resort-style pool to state-of-the-art fitness center.
The reimagined Paseo website conveyed the one-of-a-kind VIP living experience through vivid visuals and intuitive navigation. Scrolling parallax allowed prospective residents to digitally explore the grounds and interiors. Easy self-guided tours highlighted unique amenities and neighborhood offerings. Prominently featured floorplans, photo galleries and availability cemented the website as an invaluable leasing tool.
Targeted digital advertising campaigns leveraged the polished brand identity to completely reframe perceptions of the property. Geofenced social media ads, local search campaigns, and strategically placed digital billboards attracted Paseo’s affluent target demographic by spotlighting the exclusive hilltop location and luxe lifestyle.
Uncomn’s integrated rebrand encompassing brand narrative, visual identity, environmental signage, digital experiences, and tailored messaging successfully cemented Paseo’s status as San Antonio’s most coveted luxury living destination.
Creative
Bespoke Brand Identity
The Paseo logo artfully combined a bold serif word mark with a hand-drawn horse icon, nodding to Texas heritage. Warm, natural tones and vivid blue hues pulled from the surrounding hill country landscape created a refined color palette.
Evocative Stamp Icon
The intricately illustrated Paseo stamp icon combined Texas hill country charm with refinement, encapsulating the brand’s exclusive personality and old-world character. Integrated throughout branding touch points, the bespoke icon became a signature emblem for Paseo.
The branding incorporated three custom graphic patterns: a monogram pattern for subtle detail, a diamond-shaped pattern inspired by the fountain's aerial view, and a geometric pattern incorporating the brand name typography in a dimensional , embossed style.
Engaging Site Map
The custom illustrated site map clearly oriented prospective residents to Paseo’s wealth of on-site amenities using the brand colors and hand-drawn style. Integrated into print and digital touch points, the lively map enabled at-a-glance understanding of the property’s expansive offerings.
Showstopping Marketing Collateral & Signage
Uncomn designed eye-catching collateral suites and bold environmental signage that showcased the Paseo brand in dramatic fashion across print and outdoor displays. From stationary packages to vibrant museum banners, each piece flawlessly integrated the logo, color palette, photography, and bespoke patterns. Together these new marketing materials and signage surrounded potential residents with the fresh, refined identity in a memorable way while spotlighting the one-of-a-kind lifestyle at Paseo.
Custom Website Design & Development
Uncomn developed an engaging, conversion-focused website for Paseo using the brand’s premium visual identity. Vivid lifestyle photograph and brand patterns created a cohesive, high-end look across the intuitive interface. Dynamic features like 3D floorplan viewing, availability search, and both an amenities and on-site retail page enabled users to easily explore Paseo’s unmatched living experience. The tailored site aligned perfectly with the brand vision and provided an invaluable digital tool for leasing teams.
