The Vicinity

Brand Identity & Built Environment | Minneapolis, Minnesota

Created for Sherman Associates in collaboration with ESG Architecture, The Vicinity brings brand and architecture together to create a connected residential experience in Minneapolis.

The Vicinity entrance with the logo on the wood facade

Services

  • Brand Identity
  • Brand Guideline
  • Architectural Brand Integration
  • Custom Interior Design Elements
  • Amenity Iconography
  • Leasing & Marketing Materials
  • Digital Design

In the center of it all.

With theaters, shopping, entertainment, and major highways nearby, The Vicinity was designed for convenient city living, with an emphasis on safety, comfort, and the needs of women.

The Vicinity V logo in gold on a cream wall

A sense of place. A sense of direction.

Inspired by the property’s central location, the name and compass-inspired logo celebrate connection and convenience. Softer curves bring a welcoming, feminine touch to the identity.

The Vicinity business cards
The Vicinity printed cards spread across a table
An open The Vicinity brochure

When the brand becomes part of the building.

Working alongside ESG from the early stages, we brought the brand into the building itself, designing custom ironwork dividers, mosaic tile details, and other elements inspired by the identity.

The result was a brand experience woven into the architecture, not simply added after the building was designed.

The Vicinity website on a phone
Original website design shown in a recreated mockup.
A mosaic tile floor with the V logo pattern
Custom ironwork room dividers beside a bench seat

The details make the difference.

The logo’s distinctive shapes inspired custom icons for the building’s amenities and shared spaces, carrying the identity into the smallest details.

The Vicinity amenity icons: yoga studio, sun deck, fitness room, lounge, garden and dog park
A dog park sign with The Vicinity dog icon, and two pugs on the lawn
Proposed dog park application using original amenity iconography.

The people behind the project.

This project was brought to life through great partnerships and talented people.

Client / Developer
Sherman Associates
Architect
ESG Architecture & Design
Original Agency
Flygirls Creative
Account Management
Janice Stanford
Creative Direction & Design
Tammy Mann
Photography
Lee Stanford

Originally created at Flygirls Creative, where Tammy Mann was co-founder and creative director.

The best ideas happen together.

When we’re part of the conversation early, we can help create more than a brand. We can help shape the experience of a place.

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