The Fitzgerald

The architecture of the Fitzgerald Apartments in Tampa Bay, Florida pays homage to the iconic Art Deco style. To reinforce the design sensibility of the era while integrating modern influences, KDS was charged with creating a branding package that would elevate the Fitzgerald above their competition. The resulting logo took direct inspiration from the building’s architectural design while maintaining Art Deco sensibilities. All print collateral integrated textures of cool marble, gold patina, a soft grey color palette, and a rich Deco typography, all reminiscent of the luxury and glamour of the era.