Monte San Diego is a student living community located near San Diego State University and the area’s nearby beaches. Capstone Management Partners knew exactly what they wanted when it came to the branding: a bohemian feel that aligned with both the student lifestyle and the location of the apartment complex. I explored a variety of themes throughout the design process, including Moroccan-inspired textiles and patterns, as well as elements inspired by the nearby beach scenery. It was also important to the client that some form of an “M” serve as the primary icon.

I ultimately landed on an abstract “M” with subtle details representing palm trees, birds, and the sun. This concept was selected by their team as the final logo. The result is a simple, modern identity with an edge that helps it stand apart from others in the student living market.