Located in College Park near the University of Maryland, Aster features 300+ apartments above curated, ground-floor retail. For the brand, we decided to leverage the energy of the University and offer a decidedly grown-up experience. The custom wordmark's rounded edges paired with a biophilic palette that isn't too on the nose ties back to the name Aster, the Greek word for star. It is also a native wildflower found in Maryland, emphasizing the range of natural experiences, such as abundant green spaces and public art on the property. Minimal reflective foil finishes become thoughtful and serene moments symbolic of the Greek myth of Virgo scattering stardust over the Earth, causing asters to bloom where it settled. Finally, custom patterns adorn collateral pieces such as notecards and more significant interior moments such as elevator banks to tie the brand to the wayfinding system. The final brand is richly colorful and sumptuous, both lively and refined.