Flux Apartments
Concept Direction / Art Direction / Digital & Print / Production
Client: Roers Companies
A brand shaped by modern design, sustainability, and the rhythm of downtown Des Moines.
Challenge
FLUX needed a brand that would appeal to young professionals, balancing industrial design, elevated amenities, and skyline views with an aspirational yet attainable feel.
Approach
I created a bold, modern identity using clean lines, vibrant color, and imagery that captures the energy and social lifestyle of urban living.
Outcome
FLUX exceeded leasing expectations, achieving 70% occupancy before completion—exceeding the 50% target and signaling strong market demand.
Moodboard
Vibrant and youthful, without feeling overly trendy
Connected and social, rooted in shared experiences
Elevated yet approachable, balancing aspiration with authenticity
Logo Concepts
Color Palette
Logo Usage
Typography
Brand Elements
Brand Applications
