Leeway

SHORELINE, WA

Evergreen for golden hour, Leeway is a new retreat that rises to welcome residents of Shoreline’s light rail district in serene style. Arrive and recline in 1-bedroom, 2-bedroom and studio apartment homes synced to modern luxury with convenient enhancements throughout. With lush nooks and overlooks that dream of warmer places, living in the moment is something transcendent.

OVERVIEW

Naming
Messaging + Copywriting
Brand & Identity Development
Brand & Visual Guidelines 

SERVICES
Modern multi-story mixed-use building with glass storefront, pedestrians crossing the street, and cars parked and driving by on a city street at sunset.
Text graphic with the name 'Lee Wacy' on the left side in brown letters on a muted green background, and the phrase 'Shoreline living with latitude' on the right side in white and beige font on a brown patterned background.
A sidewalk sign with the words "Now Leasing" and an arrow pointing to the right, indicating available leasing at a location called "Leeway."
Street sign with directions to 'Pool & Spa', 'Transit Center', and 'Fitness' near a tree with orange leaves.

↳ Leeway marked our second project in the Shoreline area, so we aimed to create a brand that could stand on its own while subtly connecting to our previous work.

Conveniently located with easy access to the train for commuters heading to Seattle, the heart of the Leeway project was to design an identity that radiates calm and tranquility. An escape from the busy city life. Drawing inspiration from the serene landscapes of the Pacific Northwest, we shaped a visual identity that offers a peaceful sanctuary for its future residents.

Calm Connection
Four smartphone screens showing promotional content for Leeway. The first screen features a man with a beard and tied-back hair smiling in an outdoor setting with blurred trees. The second screen has a green background with a subtle map design and text promoting leisure and luxury retreats. The third screen shows a woman lying on grass, smiling with her eyes closed, wearing a checkered dress. The fourth screen displays a brown background with white text about Evergreen for Golden Hours in Shoreline, Washington.
A color palette with six sections in different earthy tones. Each section has the color name, Pantone, hex, RGB, and CMYK values. The colors are Moss, Fern, Breeze, Seashell, Coffee, and Terra Cotta.
A person holding a white tote bag with the words 'LEE WAY' printed in brown letters.

↳ The Leeway logo marks offer both flexability and a firm presence, serving as a reliable brand beacon.

Every element of the Leeway identity has been carefully crafted, from the unique, one-of-a-kind pattern to the custom wordmark. Together, they create a seamless sense of flow and ease that leaves a lasting impression.

Versatile Presence
Two textured cards, one green and one white, with embossed design and text, including 'LEEWAY' and 'SHORELINE WASHINGTON.'
Digital billboard displaying an architectural rendering of a modern building on a city street, with a train passing by in the background.
Illuminated sign with the word "LEEWAY" in uppercase letters, framed by a wooden border.

↳ Leeway is not just a logo or a font set; it is a flourishing collection of components that work together in harmony, with each part made stronger by the next.

Its palette serves as a connection to both the surrounding landscape and the lush interiors. Its typography is refined to evoke a sense of solace and rest. Nothing stands in isolation—every element is crafted to work in unison.

Unified Elements
A digital advertisement in a modern urban space featuring the text "LEEWAY" in orange and the phrase "Recline into Something Transcendent" in white on a illuminated background. Two silhouetted people walk past the sign.

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