Elms Shady Grove

For Elms at Shady Grove, I led the design process and developed a full brand identity centered on the balance between urban and suburban living, with a focus on connection, convenience, and community. The visual system builds on the broader Elms brand by carrying through the signature lime green, paired with a grounding dark green and vibrant light blue to create a distinct yet cohesive identity.

Geometric patterns and iconography reflect this balance by combining soft and structured forms inspired by the surrounding environment. Looping line elements introduce a sense of movement, symbolizing both the property’s connectivity and a deeper connection to residents’ everyday experiences.

I brought the brand to life across every touchpoint, including the website, where I designed custom animations and GIFs to add energy and movement to the experience. Using the Elms website template as a foundation, I reimagined the visual design to create a unique and cohesive digital experience. The final result raised the bar and is now considered the benchmark for future property websites.