TheBarrett_BrandBook_v2a

STYLE GUIDE & Brand Bookpage 1 | T H E B A R R E T T

Master Brand 3Brand Strategy 4Property Description 5Brand Promise 6Brand Pillars 6Key Values 6Tagline 7Logo Guidelines 8Typography Guidelines 9Brand Color Guidelines 9Photography Guidelines 10Photo Curation 12 B R A N D B O O K | page 2

MASTER BRAND At The Barrett, you will find a new approach to apartment living. With our helpful management and welcoming community, you can move in and feel at home immediately. From choosing the wall colors in your apartment to tending to your favorite vegetables in the community garden, The Barrett is a place to nurture your well-being through thoughtfully designed apartment homes, a community-oriented atmosphere, and beautiful open spaces in a serene environment.page 3 | T H E B A R R E T T

BRAND STRATEGY 1 23 1 What Our Target Persona Wants Ownable Position L U X U RY A M E N I T I E S : High-end amenities are a must-have in Kennesaw O N T R E N D : Quality amenities should be complemented by an The Barrett is a place to live on-trend but not over the top aesthetic authentically every day. Here, S U B U R B A N P E R K S : Capitalizing on the calm, spacious feel of you won’t feel confined by suburban life with city convenience is important for this market the constraints of your rental property. Kick up your feet and 2 What We Do Really Well live a little. Choose the colors of your apartment, plant your FA R M F O RWA R D : Defining the brand and by rekindling the area’s favorite vegetables in the garden. history as farmland Put down roots and know your C U S T O M I Z A T I O N W I T H O U T C O M M I T M E N T : Creating the feel of neighbors by their first names. homeownership through elements of customization This is not your next apartment. C O M M U N I T Y F I R S T : Weighing the importance of community and This is your home. local partnerships 3 What Our Competitors Are Not Doing TA RG E T E D B R A N D I N G : Competitors are not aligning with lifestyle branding that speaks to the audience W E L C O M I N G M E S S A G I N G : Without a brand, there’s no messaging to speak to across all channels of communication L E V E R A G I N G D I F F E R E N C E S : Competitors with unique amenities are not showcasing them – important in an amenity-rich area.

PROPERTY DESCRIPTION Situated in Kennesaw, Georgia, in an area with a rich history as pastoral farmlands, The Barrett offers more than just another place to live. Relish in the understated yet elegant luxury of our community amenities. Relax in the sun near the pool or watch the pup and kids play together in the community garden. At The Barrett, we bring a new approach to apartment living with a refreshed take on southern charm and hospitality. In addition to unique amenities that create a true community atmosphere, you can customize your new home to make it a place that speaks to your aesthetic. You can find home in an apartment community. It’s right here at The Barrett.page 5 | T H E B A R R E T T

BRAND STRATEGY Brand Promise We promise understated yet elegant luxury. We will constantly cultivate meaningful experiences. The Barrett is a refreshed approach to modern apartment living in Kennesaw Georgia. Brand Pillars: - We support local - We empower every resident to feel at home - We provide and maintain high-end amenities and spaces - We implement industry trends and best-practice Key Values: - Kennesaw community oriented - Resident-first approach - Cultivating an atmosphere of relaxation - Modern yet welcoming B R A N D B O O K | page 6

TAGLINE Home is where every good story begins.page 7 | T H E B A R R E T T

LOGO GUI D E L I N E SPrimary Logo Brand MarkThe primary logo is the main representation of the brand For use in small spaces where the primary logo will not fit.and should be used whenever possible.Logo Safe Zone Photo BackgroundAlways maintain a clear space around the logo greater than When using the logo over a dark or busy photo, use the all white version and add a black multiply or overlay of 50-80% for visibility.or equal to the \"B\" in the Barrett brand mark. B R A N D B O O K | page 8

TYPOGRAPHY GUIDELINES Essonnes - Text Regular + Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Essonnes - Text Regular + Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890BRAND COLOR GUIDELINES PANTONE : 7545c PPANTONE : 5753c PANTONE : 536c PANTONE : 7527c WEB HEX : #445c74 WEB HEX : #516a19 WEB HEX : #9�b0c1 WEB HEX : #dfd2c2 RGB : 159/176/193 RGB : 223/210/194 RGB : 68/92/116 RGB : 81/106/25 CMYK : 19/6/0/25 CMYK : 12/15/22/0CMYK : 78/59/38/17 CMYK : 68/38/100/26page 9 | T H E B A R R E T T

PHOTOGRAPHY GUIDELINES Modern Classic Rich Neutral Tones High Contrast Organic Materials B R A N D B O O K | page 10

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PHOTO CURATION GettyImages-929914816 GettyImages-640141148 GettyImages-640238734 GettyImages-618340264 GettyImages-672497086 GettyImages-641307240 GettyImages-881484382 GettyImages-690138516 GettyImages-675247702 GettyImages-619250974 GettyImages-672757776 GettyImages-871572968 GettyImages-688451124 GettyImages-838027928 GettyImages-853973838 GettyImages-861257242 B R A N D B O O K | page 12

GettyImages-627076474 GettyImages-466544065 GettyImages-487502068 GettyImages-667074786 GettyImages-692886756 GettyImages-627398448 GettyImages-651487040 GettyImages-685772030 GettyImages-622989300 GettyImages-825045602 GettyImages-688935100 GettyImages-862201524 GettyImages-644532868 GettyImages-637350420page 13 | T H E B A R R E T T

© 2018 G5 For more information contact: [email protected] B R A N D B O O K | page 14