The Fletcher

Condominiums in Linden Hills, Mpls.

Services

  • Discovery & Strategy
  • Naming
  • Brand Identity

The Fletcher is an exclusive 15-unit condominium building located in the idyllic Linden Hills neighborhood of Minneapolis.

The Work

Edition Studios crafted a compelling brand narrative for The Fletcher, targeting affluent retirees and career-driven professionals seeking refined living in the heart of Linden Hills. Our objective was to convey a sense of sanctuary and belonging while highlighting The Fletcher’s unique blend of proximity to nature and access to Minneapolis’s urban amenities. This approach ensured the brand resonated with its discerning audience, emphasizing a lifestyle that combines community connection with effortless luxury.

To bring this vision to life, we developed a comprehensive brand system that captured the essence of Linden Hills. At the heart of the identity was Fletcher the Fox, a minimalistic logo symbolizing sanctuary, discovery, and the harmony found within the Linden trees of the area. Accompanying this was a chic and timeless wordmark that seamlessly adapted to a variety of marketing applications, further reinforcing the brand’s upscale yet approachable nature.

Our messaging strategy positioned The Fletcher as a sanctuary where modern living meets nature. Using tailored audience personas, we crafted messaging that spoke directly to the desires and needs of potential community members, emphasizing themes of tranquility, connection, and understated luxury.

The visual identity was brought to life through a carefully curated color palette and typography. Earthy, muted tones reflected the natural beauty of the surrounding environment, complemented by soft neutrals that added a sense of warmth and sophistication. The typography balanced refinement and approachability, pairing modern sans-serif fonts with elegant serif headers.

To round out the brand, we directed photography that highlighted the interplay of serene nature and vibrant urban living. Imagery showcased lush landscapes, nearby lakes, and the bustling streets of Linden Hills, along with cozy interior spaces that exuded calm, understated luxury. This visual storytelling captured the lifestyle and atmosphere that make The Fletcher a unique and desirable community.

Edition Studios created a brand experience that not only reflects the character of The Fletcher but also resonates with its target audience, positioning it as a premier residential destination in Minneapolis.