BRAND GUIDELINES - Rivers Agency
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BRAND GUIDELINES
Elliott Road is where you will find The Elliott.
Both are named for Stephen Elliott, valedictorian
of Yale University in 1791 and a botanist
considered America’s foremost expert on
southeastern plant species. He inspired UNC’s
W. C. Coker to devote his lifetime to the study
and appreciation of plants. Elliott’s work is still in
use by botanists today.
B R A ND VISUA LS
THE ELLIOTT / PRIMARY LOGO
Applications: Wayfinding/Signage • Collateral • Advertising • Social Media • Promotional Merchandise
4
THE ELLIOTT / WORDMARK
Applications: INTERNAL Wayfinding/Signage • Promotional Merchandise • Sub-Brand or Partnership Lockups
Alternate Orientations
5
THE ELLIOTT / BADGE
Applications: Collateral • Promotional Merchandise • Social Media
6
THE ELLIOTT / BOTANICAL
The Elliottia The Elliottia paired with Badge
7
THE ELLIOTT / COLOR PALETTE
B LACK MINT BRONZE ROSE
PM S Black C PMS 5 63 C P MS 7575C PM S 4995 C
CMYK 0, 0, 0, 0 CMYK 5 4 , 0, 2 9, 2 CMYK 1 4 , 53 , 9 4 , 5 5 CM Y K 15 , 62, 30, 38
R GB 0, 0, 0 RGB 1 07, 1 87, 1 74 RGB 1 3 1 , 93 , 5 0 RGB 15 6, 97, 105
# 00000 0 # 6BBBAE # 835 D 3 2 # 9C6169
S P RUCE SUCC U L E N T W H E AT B LUSH
PM S 316C PMS 95 4 4 C P MS 74 07 C PM S 48 8 C
CMYK 97, 21, 3 3 , 73 CMYK 0, 0, 0, 0 CMYK 6 , 3 6 , 79, 1 2 CM Y K 0, 31, 26, 0
R GB 0, 72, 81 RGB 0, 0, 0 RGB 2 03 , 1 6 0, 82 RGB 236, 18 6, 168
# 004 851 # 000000 # C B A 052 # ECB AA8
DARKS GREENS G O L DS PI NKS 8THE ELLIOTT / PRINT TYPOGRAPHY
HEADLINES & CTAS EXAMPLE
GOTHAM A B C D E F G H I J K L MNOPQ
BOLD R ST U VWXYZ
a b cd efg h ij kl m n opqr stu vwxyz
1 2 3 4 5 6789 0 !@# $ %^ & *( W E A RE
TRACKING: 100 POINTS
Available for purchase from Typography.com
LO C A L
BY N AT URE .
SUBHEADS & BODY COPY
Discover The Elliott at Blue Hill
MUSEO A B C D E FGH I J K LMNOPQ
300 & 100 RSTUVWXYZ
a b c d e fg h i j kl m n opq r s t u v w x yz Bordered by Booker Creek, Elliott Square, and Eastgate
1 23 4 5 67890! @#$ %^& *( Crossing, The Elliott is centered in Chapel Hill’s next great
TRACKING: 20 POINTS neighborhood–Blue Hill District. Blending the finest design
Available for free from Fonts.Google.com, or through Adobe Fonts with unmatched finishes and life-enriching amenities and
with a Creative Cloud subscription
benefits, The Elliott boasts luxurious residences that cater to
Chapel Hill’s vibrant and creative community.
NUMERALS
1 2 34567890
LEA RN MORE AT
ABOLITION T HEELLIOTTCH AP ELH IL L.COM
TRACKING: 0 POINTS
Available through Adobe Fonts with a Creative Cloud
subscription, or for purchase from MyFonts.com
9THE ELLIOTT / WEB TYPOGRAPHY
HEADLINES & BUTTONS EXAMPLE
MONTSERRAT A B C D E F G H I JK L M N OP Q
BOLD R ST U V W X Y Z
a b cd ef g h i j kl m nop q rstuvwxyz
1 2 3 4 5 67 8 9 0 ! @ #$% ^& * ( WE ARE
LO CA L
TRACKING: 100 POINTS
Available for free from Fonts.Google.com, or through Adobe Fonts
with a Creative Cloud subscription
BY N ATUR E .
SUBHEADS & BODY COPY Discover The Elliott at Blue Hill
MUSEO A B C D E FGH I J KLMNOP Q
300 & 100 RSTUVWXYZ Bordered by Booker Creek, Elliott Square, and Eastgate
a b c d e fg h i j kl m n opq r s t u v w x yz Crossing, The Elliott is centered in Chapel Hill’s next great
1 23 4 5 67890 ! @ #$ %^& *( neighborhood–Blue Hill District. Blending the finest design
TRACKING: 20 POINTS with unmatched finishes and life-enriching amenities and
Available for free from Fonts.Google.com, or through Adobe Fonts benefits, The Elliott boasts luxurious residences that cater to
with a Creative Cloud subscription
Chapel Hill’s vibrant and creative community.
NUMERALS
12 3 4 567890
LEA RN MORE
OSWALD
MEDIUM
TRACKING: 0 POINTS
Available for free from Fonts.Google.com, or through Adobe Fonts
with a Creative Cloud subscription
10THE ELLIOTT / APPLICATION EXAMPLES
11THE ELLIOTT / APPLICATION EXAMPLES
12B R A ND MESSAG ING
M ESSAG I N G ST R ATE GY
Our communication strategy will focus on the
uniquely individualistic nature of The Elliott
and its super-convenient, central location
in the thriving Blue Hill District. Many things
set it apart. The Elliott is the polar opposite
of a generic corporate property. It’s specially
tailored for its site and represents a true sense
of the town it’s in, with a distinctive vibe
recognizable by any true Chapel Hillian.
14VA LU E P R OP OSI T I O N
THE AU THEN TIC
C HA PEL HILL EXPERIENCE.
When you love the energy and optimism of a
college town but have graduated to a career,
there is only The Elliott at Blue Hill. Nestled
in nature to nurture your mind, with nearby
entertainment and experiences that engage
your creative spirit, it’s the Chapel Hill you
know, or want to know, where every day is
filled with opportunity.
15M ESSAG I N G T HR EA D ON E
LOCAL
U P TOWN IN THE SO U THERN PA RT OF HEAVEN.
TH E E LLIOT T There is only one Chapel Hill.
B E N E FIT
CU STO M E R PAI N “I like the energy of an urban environment because
AD D R E S S E D of all the things going on and the closeness of
everything. There’s lots going on but there’s also an
off button a block away.”
16ME SSAG I N G T HR EA D ON E / LO C A L
SA M P L E M ESSAG I N G
E VE RY TH I N G YO U N E E D, WH E N YO U ’ R E
N OTH I N G YO U DO N ’ T. H U N G RY FO R VAR I E T Y.
The Elliott is in Chapel Hill, a decidedly The Elliott puts you in the middle of
pleasant place to live. It offers an an informed, creative and fun-loving
agreeable climate, vibrant culture, it culture. A robust farm-to-table movement
attracts and creates foodies, draws prevails at highly-rated restaurants close
entrepreneurs and is a legendarily by. Music lovers can enjoy local artists in
passionate sports town with a healthy, every musical genre. UNC’s performing
positive attitude and every conceivable arts programs bring in some of the
creature comfort. The head of the local world’s most esteemed orchestras, artists,
Chamber is a happy guy. musicians, playwrights and actors. From
The Elliott you can explore it all.
E VE RY TH I N G ’ S CH I LL
I N CHAP E L H I LL .
Chapel Hill has had 220 years to
become awesome. Tier-one research
university. World-class teaching hospital.
Championship sports teams that stir
the best kind rivalries. Free bus lines.
Abundant greenery. Tailgate wings or a
5-star meal. You’ll never be over the Hill.
17M ESSAG I N G T HR EA D T WO
WALK AB ILIT Y
C LOS E TO EVERY THIN G. FA R FRO M ORD INARY.
TH E E LLIOT T Virtually anything one needs – dinner, groceries, pet
B E N E FIT food, even dentistry – can be obtained in less than
ten minutes on foot without any need to crank a car.
Walking and bike paths crisscross the area, lending
variety to the casual walker or triathlete in training.
CU STO M E R PAI N “My job is important, but to me everything is
AD D R E S S E D important. I don’t want to waste time jumping in the
car every time I want to go out to dinner, when I
run out of coffee cream, when I want to work out or
when I want to chill with friends.”
18MESSAG I N G T HR EA D T WO / WA L KA B I L I TY
SA M P L E M ESSAG I N G
YO U CAN G E T YO U ’ R E G O I N G TO
TH E R E F RO M H E R E . N E E D A B I G G E R CALE N D E R .
The Elliott’s central location is proximal With The Elliott as a base camp, your
to free bus lines to UNC and downtown leisure and business options are endless.
and puts residents a short walk from an
eclectic mix of three shopping centers.
You can find cocktails, casual or fine
dining, upscale shopping, pet care, G O O UT. STAY I N .
grocery stores, pharmacies, medical MAK E U P YO U R M I N D.
practices and personal services. Maybe O R DO N ’ T.
not in one day, but you do you.
The Elliott combines upscale living, a
fitness lifestyle, exceptional amenities
and a location that offers extraordinary
choice.
19M ESSAG I N G T HR EA D T HR E E
B LU E HILL DISTRIC T
C H A P E L H ILL’S MOST CO N VEN IENT AD D RESS.
TH E E LLIOT T You’re riding the rising wave of one of the
B E N E FIT liveliest, most energetic emerging social scenes
anywhere.
CU STO M E R PAI N “I want to live where everything is happening.”
AD D R E S S E D
20MESSAGIN G T HR EA D T HR EE / BLU E H I L L DI STR I C T
SA M P L E M ESSAG I N G
WHAT ’ S HAP P E N I N G? YO U G OT TA LIVE
E VE RY TH I N G . SO M E WH E R E .
M I G HT A S WE LL E N J OY IT.
Blue Hill is an emerging mixed-use
district that’s rapidly becoming Chapel Blue Hill draws animal lovers, craft beer
Hill’s most vibrant option for living, fans, yoga aficionados, gourmands,
dining, shopping, working and playing. exercise freaks and shop-til-you-drop
personality types, all of whom can
indulge their interests without getting
F E E LI N G B LU E ? behind the wheel of a car. When they
do, there’s room to park.
CO M E O N DOWN .
The Elliott is architecturally distinctive and
offers luxurious, well-appointed one-,
two- and three-bedroom apartments
featuring granite counters, tile bath areas
and abundant daylight. Shared common
areas present a unique mix of casual
gathering spots, co-working spaces, library
and a whiskey bar. No Uber required.
21M ESSAG I N G T HR EA D F OU R
U R BAN OASIS / G R E E NSPACE
A N E IG H B O R H O O D FO U N DED O N A LOVE OF NATURE.
TH E E LLIOT T It’s a natural choice.
B E N E FIT
CU STO M E R PAI N “I spend a lot of time outdoors because that’s just me.
AD D R E S S E D I don’t want to take care of a yard but I do want to be
in nature as much as possible.”
22M ESSAGIN G THR EA D F OU R / U R BA N OAS I S /G R E E N S PAC E
SA M P L E M ESSAG I N G
IT ’ S E A SY WE ’ R E LOCAL BY NATU R E .
BEING GREEN.
Our building is close-in yet entwined
The Elliott adjoins a canopied with nature. A walking and biking
neighborhood named for UNC botany greenway runs between the building
professor W. C. Coker, with streets and Booker Creek, which meanders
bearing the names of famed botanists past a public destination park complete
– among them John James Audubon, with climbing wall. The Elliott offers
M.A. Curtis, John Clayton, Francois convenient bicycle storage and a fully
Andre Micheax and of course, Stephen outfitted exercise facility.
Elliott, known as “the father of Southern
botany.” It was Coker who led efforts to
transform UNC’s campus and Chapel Hill E XE RCI S E YO U R O P TIO N S .
into the lush green refuge it has become,
in the process establishing NC Botanical The beauty of Chapel Hill is that buffer
Gardens and Coker Arboretum. zones are intentionally included in planning
to retain wooded areas and greenspace
throughout town, inviting exploration
and exercise. The vital 15-501 corridor is
conveniently close, yet The Elliott property
has an established park-like setting.
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