CIM Group came to Flux Branding with a new residential property that needed an identity and leasing materials. The objective of the logo was to communicate the building’s convenience in terms of location, accessibility, and amenities. The letters are joined together by a line that flows through the logomark, symbolizing ease and connection. Color is applied to the logo as a gradient, imbuing the brand with a sunny, Westside feel. The bright chartreuse and fresh cyan accent the building’s otherwise neutral palette. The extended line translates from stationery to signage, including a large permanent sign by the entrance.