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
Create a distinctive identity for a new downtown Des Moines apartment community—one that would appeal to young professionals and balance contemporary urban living with an approachable, social personality.
Approach
Built the identity around the energy of the city and a work–play lifestyle, using bold color, clean typography, environmental graphics, and lifestyle imagery to create a cohesive experience across print, digital, and the property itself.
Outcome
FLUX exceeded leasing expectations, reaching 70% occupancy before completion—surpassing the 50% target and demonstrating 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
