The Avenue Viera Branding — Tyler Elise's Portfolio

If Viera is a carefully planned universe, The Avenue Viera is the glowing sun at its center, drawing everyone in to feel its energy and warmth.

At the heart of this picturesque community, The Avenue Viera adds a sense of stumbled-upon discovery and town center camaraderie that make it a natural gathering place. From the leafy park at its center to the splash pad spouting outside the movie theater, unexpected bursts of fun dot the property, sparking spontaneous joy.

The Avenue Viera brand relies on Old Florida style– that tough-to-put-a-finger-on-quality that you feel in vintage postcards, pastel beach cottages, or sitting in the shade of some Spanish moss – to give the property a lived-in charm. It’s a little bit southern, a smidge coastal, just a touch mid-century, and 100% nostalgic.

Written by Jess Proulx, Copywriter

As a new and evolving community, we envisioned The Avenue Viera as a blank canvas brimming with potential. The two distinct typefaces in the logo not only bring in balance and visual interest, but also pay homage to the nostalgic feeling of Old Florida while feeling fresh and forward-thinking. The clean letters are easy to read yet have subtle quirks, adding charm to the logo without feeling stiff.

When crafting the logo mark, our aim was to create something truly unique and special to The Avenue— a small touch of character that would make the center feel warm and lived-in. The flow and movement are a nod to Florida’s waves and sunshine, evoking a feel-good moment whether it's showcased on signage or adorning merchandise.

The typefaces we selected each have their own distinct character, reminiscent of vintage signage often found at beachside motels or in old advertisements. They are not only highly legible and aesthetically pleasing but also complement each other well, adding personality to the brand.