PROJECT NARRATIVEVersa is a residential brand created for two neighbouring apartment buildings in the Merriweather District, Columbia, Maryland - a single, connected community where each building offers a distinct lifestyle, but residents of both can access the full range of amenities across the site. The name is drawn from vice versa, directly referencing the duality at the heart of the concept: two buildings, one brand, with choice, variety and a sense of opposites in play. The brand idea is clear and energising - express yourself. This is a place for people who see home as an expression of who they are, who want to live out their individuality.
The visual identity leans fully into the idea of duality. The V from Versa is mirrored and flipped to replace the A at the close of the name, so the wordmark is quietly anchored at both ends by the two buildings - V referencing the north, A the south. Extracted from the name, these two letters become a directional system in their own right, applied with north and south markers across signage and wayfinding, giving the identity a functional versatility that reinforces the brand concept. The colour palette - a vibrant orange, a bright and a deep green, a light blue and a warm neutral - brings energy without belonging to either building exclusively, feeling open, and expressive. The sharp angular geometry of the V and A then extends into a fifth element, used to frame and divide imagery in application, and as a transparent layer across digital surfaces, keeping the system dynamic and alive throughout.