Modern office lobby with reception desk, glass walls, indoor plants, lounge seating, and a fireplace.

The Eden

LOS ANGELES, CA

Return to The Eden, an epitome of residential tranquility in Downtown LA’s South Park. Over upscale apartments, sky lounge views, and a sprawling amenity deck lush with poolside scenes and zen settings worth tending, the city fades into the ether. In reality, a dining destination surrounds and L.A. Live is revealed in stride. Wave it on from private balconies, enjoy amenities in abundance, and feel free to venture beyond… your Eden comes with a key.

OVERVIEW

Messaging + Copywriting
Brand & Identity Development
Brand & Visual Guidelines
Web Design (JONAH)

SERVICES
Modern multi-story building with retail shops on the ground floor, including a coffee shop, and residential apartments above. The scene is set during dusk with cars on the street and pedestrians walking.
A promotional banner showcasing interior and exterior views of a modern apartment complex called The Eden, located in downtown in the garden of Hill and Pico, with contact information and website URL.
Business card for Brooke Carpenter, Community Manager, on a background of beige, black, and gray textured surfaces with shadows.
Minimalist white floral icon on a light blue background.

↳ At every corner and curve, Eden’s brand exudes elegance. Its wordmark flows effortlessly from letter to letter, creating an identity that evokes serenity and calm.

The icon a fountain of youth, a wellspring of recreation, the source of urban vitality—each element contributes to the brand’s harmonious and refined character.

A MARK OF FLOW
Promotional graphic for The Eden apartment community in DTLA, featuring a woman meditating, an interior lobby, and an aerial view of the complex with amenities.
Open brochure showing a resort with a swimming pool, and a page with the headline "Let there be Leisure." The adjacent page lists amenities such as a pool deck, concierge services, clubhouse, kitchen, fitness terrace, yoga space, and pet spa.

↳ A garden amid the sprawling cityscape, The Eden offers a serene refuge from the fast-paced rhythms of life beyond its walls. Its lush palette symbolizes safety and solace, while the expansive design reflects a property built for those seeking a home truly worth returning to.

URBAN OASIS
Modern living room with beige sofa, round coffee table, large windows, and a kitchen island with bar stools
A framed poster on a striped wall featuring a woman with red hair and freckles resting her chin on her hand, with the text 'Settings Worth Tending' and the location '1340 S Hill St, Los Angeles, CA 90015'
A collage of presentation slides with a green and white color scheme, featuring titles such as 'the eden,' 'Narrative,' and 'Let there be Leisure,' with images of a living room, a swimming pool, a person outside, and abstract patterns.

↳ From top to bottom, The Eden’s brand was designed with the resident in mind. Each element was thoughtfully crafted to evoke a sense of calm. From the tailored taglines to the whimsical typography, the identity was curated and built to serve as a beacon of life within the LA landscape.

BEACON OF SERENITY
Two framed advertisements are mounted on a white wall surrounded by green ivy. The left poster has a green background with the text ‘an eden to return to.’ and the website ‘theedentla.com’. The right poster shows a building with a swimming pool and outdoor seating, with the text ‘the eden’ at the bottom.

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