Condominiums as community.

Real estate developer, Eli Karp, approached The Apt just as his company was launching its first multi-building project in Brooklyn, NY. The Apt determined a business strategy based in building community instead of condominiums, which became the foundation for Hello Living Real Estate Development and its debut project, Hello. 

For its visual identity, The Apt took inspiration from the ubiquitous device that helps us make connections in places full of strangers, the name tag. The brand’s voice is friendly, casual and welcoming. Bright blue invokes the wide stretches of sky often visible in Brooklyn, but not in Manhattan, where much of the development’s competition exists.