Florence by Everest Builders

CHALLENGE

Everest Builders was launching their newest property, named Florence. Having taken inspiration from Italian architecture, aesthetics, and culture, the development was one of their flagship properties. Based in McKinney, Texas, Everest Builders engaged BlackSail Concepts to create a visual identity system for Florence that truly captures Italian heritage.

INSIGHT

After extensive research and client interviews, what really inspired us about the Italian countryside were photos that a colleague showed us, from her time in Italy. The colors really stood out, especially the earthy tones of all the buildings, which were a stark contrast to the lush green countryside.

SOLUTION

We developed a brand identity system that reflected the sunny days of Italy and the earthy tones used in most of the buildings. This blend, in combination with a stylized serif font, captured the essence of the Italian countryside in a manner that met the brand’s goals.

THE SCOPE

• Brand Identity Development 

• Brand Story 

• Brand Persona 

• Marketing Communication Content