In use: Surt for Resident

Resident, formerly known as Plaza Partners, stands at the forefront of the real estate industry, specializing in property investment, construction, and development. With a progressive vision, the company is devoted to crafting high-quality residences and nurturing a sense of belonging within its communities. As they strive to cultivate a brand identity that reflects their core values of prioritizing people, Resident enlisted the expertise of Vanderbrand, a comprehensive creative agency based in Toronto. Together, they reimagined the company's name, website, and overall identity. The rebranding to 'Resident' underscores the firm's dedication to a human-centered approach and its mission to establish vibrant, livable neighborhoods.

The process

"Our approach varies from project to project, yet it's always grounded in strategy," elaborates Creative Director Anna Vander Herberg. "For each client and brand, we offer a range of creative solutions. In this instance, we recognized that a streamlined and focused brand would most effectively mirror the essence of the client and their company." The resulting visual identity embodies a minimalist yet genuine aesthetic, encapsulating Resident's values with precision and distinction. "We've instilled Resident with a distinct personality through nuanced means - from language and tone to the creative direction of visual elements, and typography across both print and digital platforms," Vander Herberg highlights.

Surt is one of the foundry's bestsellers, and was missing a rounded version to add a fun aspect to this complete family. 

48 extra fun fonts: 8 weights, 3 width (normal, expanded, extended) and its italics.

The visual focal point revolves around a wordmark-centric approach and a typographical style that establishes a unique yet personable brand voice. Vanderbrand opted for Surt and Selecta fonts due to their robust and distinctive characteristics, which align seamlessly with the brand's ethos.

"We analyzed the letterforms within the word 'Resident' and agreed on incorporating a bold and defining 'R' glyph into the wordmark," explains Senior Designer Olivia Rohner. "Surt by Blaze Type emerged as a natural choice for this purpose. The 'R' possesses such iconic significance that we've established specific use cases for it to serve as a secondary, supporting brand mark."

The distinct and rugged features of Surt necessitated a complementary humanist typeface to round out the typographic expression. "Selecta by Maxitype was selected for its geometric shapes, elevated x-height, and effortless readability," she adds.

As a component of an overarching brand strategy, the fresh wordmark serves to facilitate instant recognition and comprehension of Resident's updated identity, laying the groundwork for enduring brand visibility. "Our strategic vision encompasses gradually integrating the secondary brand mark in a more prominent role over time," Vander Herberg explains. "This shift towards a more emblematic brand mark in the future mirrors a deliberate progression as Resident solidifies its presence in the market."

Similarly, longevity and adaptability serve as the guiding principles behind the identity's black-and-white color scheme, enabling visual elements to command attention. Vander Herberg delves into their methodology, elaborating that the strategy focused on spotlighting visual content such as photography and videography. This approach ultimately permits the properties, communities, and residents to shape authentic and unique color palettes for each project undertaken by Resident. "Such an approach guarantees a versatile and flexible visual language that resonates with the diverse neighborhoods and their inhabitants," she concludes.