Challenge
When DXE Properties acquired a struggling apartment complex in Wilmington, they inherited more than outdated signage and faded paint. The property carried a reputation that wasn’t doing anyone any favors. To make matters trickier, a younger demographic had started moving into the area, bringing expectations that the old brand couldn’t even begin to meet. Oh, and the timeline? Tight enough to make a beach umbrella snap in the wind.
Solution
We approached the rebrand with the urgency of a lifeguard sprinting down the sand, but with more color palettes and fewer whistles. The goal was to completely shift perception, turning a worn-out identity into something bright, fresh, and confident. We leaned into a playful, coastal energy while keeping the design polished enough to reassure both residents and investors. The result was a visual system that felt at home on the boardwalk as well as on a leasing brochure.
From logo and signage to digital campaigns and environmental graphics, we built a toolkit that could flex across every touchpoint. Patterns echoed waves and circles, typography struck a balance between classic and modern, and the color palette brought in a sun-soaked warmth. The Coastal wasn’t just a new name, it became a new story for Wilmington living—a place that felt approachable, current, and decidedly not like the property it once was.
