The Lafayette

Set in Silicon Valley’s emerging Clara District, The Lafayette called for a brand that would match the property’s expressive design vision and resonate with a new generation of renters. SummerHill’s thoughtfully curated art and interiors provided a dynamic creative springboard, inspiring a brand that’s bold, immersive, and emotionally resonant.
At the heart of the brand is the tagline “Meet the Moment”—a call to action and a reflection of the Clara District’s coming-of-age energy. The phrase captures both the vibrancy of the neighborhood and the personal, everyday experiences that make apartment living meaningful. Supporting messaging builds on this idea, bringing it to life with lines like “The moment you emerge, refreshed from a morning swim.” These poetic moments create an aspirational narrative, inviting future residents to envision themselves in the space.
The visual identity takes cues from the building’s interior design and art collection. Motion-blur black-and-white photography mirrors the curated art’s ephemeral aesthetic, suggesting the beauty of passing moments. Organic, oblong shapes soften the brand system and mirror the fluidity of the property’s interiors, creating a sense of movement and warmth. A restrained, modern color palette allows the artwork and messaging to take center stage while maintaining a sophisticated tone.
Together, these elements form a cohesive, layered brand that speaks to experience over status—one that captures a resident’s potential to connect, reflect, and thrive. The Lafayette’s identity elevates not only the property’s position in a competitive market, but also the emotional resonance of what it means to truly feel at home.