Sequel Investments
High-performing multifamily properties generating lasting wealth and positive community impact in the Puget Sound
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problem
Sequel needed a brand built from scratch that could reflect their unique position in the market. As a new investment firm with deep experience and trusted relationships, they wanted to convey strength, access, and a clear sense of purpose in helping clients build wealth in the places that matter most.
solution
I built a brand identity around the simple idea that real estate is about people and place. The concept of Where Life Happens guided every design decision — from the intentional structure of the logo to the fresh fintech-coded color palette to the modern typography. The result is a system that feels confident and contemporary, rooted in trust with a vibrant thread running through the system. This was intentionally built for the Puget Sound market, a place where investors built their wealth in tech, and the place they call home.
Real estate isn’t just about properties, it’s about people. It’s about the neighborhoods where families put down roots, where careers are built, where legacies take shape.
Where life happens
The Sequel brandmark is built from simple, geometric forms that together create a bold and memorable symbol. At its core is an abstract “S,” constructed from angled lines that suggest movement and balance. The composition places a horizontal bar at the center, symbolizing stability and reinforcing the idea that the client is always at the center of Sequel’s work. This logo is all about intersections, where things come together, the space where life happens.
Going up?
The design communicates upward momentum echoing an elevator button, also a nod to the buildings the team specializes in. The structure and movement tie back to the central brand idea: helping clients invest in the places that matter most, and grow their legacy where life happens.
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The Sequel logo system includes flexible variants for different applications, all unified by the distinctive brandmark and custom wordmark. These variations ensure clarity and consistency from formal presentations to compact digital spaces.
Earthy neutrals and vibrant accents create a system that feels both established and full of life and fintech-friendly.
The symbol’s geometry becomes a flexible design language, used to frame imagery and evoke precision and movement.
Optimized for digital clarity, the symbol holds its strength at small sizes and in square, avatar-like spaces.
The client said, “It’s gotta work on a golf shirt.” Boom.
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