Engaged as a creative consultant for WS Properties, Chrestensen Design took a "blue sky" approach at branding a new community located in the heart of Westchester, Los Angeles. This included creating the nomenclature and design for the brand "parent" and the (3) sub-brands that correspond with the community's (3) multifamily buildings. Due to its proximity to LAX airport, we chose to name this property "Concourse," to create a connection of flight and upward progress. We developed leasing and interior signage and a robust style guide for use of the brand in all forms and applications. Early experimentation for monument signage included assemblage of aircraft parts, jet engines and sculptural "flight" inspired designs. Utilizing our own photography, we produced sample advertisements and visioning boards to formulate the identity of the brand. A distinctive primary color scheme was developed and fine-tuned, along with supplemental secondary paint colors that work well with exterior and interior elements. As urban infill continues in this densely populated region, Concourse will provide well needed housing to a variety of demographics that desire metropolitan living.