the work

Edition Studios aimed to craft a brand narrative that would appeal to affluent retirees and career-driven professionals who value refined living, community connection, and access to both nature and the urban amenities of Minneapolis. The goal was to communicate the sense of belonging and sanctuary offered by The Fletcher, while also emphasizing its proximity to outdoor activities, restaurants, and cultural experiences.

We developed a comprehensive brand system that captures the essence of Linden Hills and its rich natural environment, while also appealing to The Fletcher’s upscale, discerning audience. Key elements included:

• Logo & Mascot Design: A minimalistic logo featuring Fletcher the Fox, symbolizing the sense of sanctuary and discovery within the linden trees of Linden Hills. The logo was accompanied by a chic and timeless wordmark that could adapt to various marketing applications.

• Messaging Strategy: The messaging positioned The Fletcher as a sanctuary where modern living meets nature. We developed tailored personas to adjust messaging depending on the desires and needs of potential community members.  experiences.

• Color Palette & Typography: Earthy, muted tones were selected to reflect the surrounding natural beauty, with soft neutrals used for secondary elements. The typography combined modern sans-serif fonts with elegant serif headers, striking a balance between refinement and approachability.

• Photography Direction: Imagery highlighted the balance of serene nature and dynamic urban living, featuring lush landscapes, the lakes nearby, and the vibrant streetscapes of Linden Hills. The photography also showcased intimate, cozy interior spaces that emphasize the calm, understated luxury of the residences.