Bold Properties is committed to doing things differently: the homes they build are not just about layouts and finishes—they’re about a way of living and philosophy. There was a distinctiveness to the team and company, and FAC helped develop a rigorous overarching philosophy that celebrated their commitment to building truly exceptional homes.
We sought to develop a brand that invoked a lifestyle: a logotype with terminal punctuation felt confident and definitive. A heavy, uppercase sans serif heavy font was balanced out with a secondary lowercase serif font to create impact without becoming overbearing. The company is indeed bold and strong—but also human, and FAC took inspiration from the unique way they approached their projects and proposed the tagline, “A human experience company.” Bold advocates for innovation and smart technologies in their designs; but as will all aspects of the brand, this commitment to innovation ladders up to the overarching human-centric design philosophy. We developed a series of sub-brands under the Bold name to tell the story of these aspects of the company in a unified way.