Currents Identity

Seldom do you see much thought put into the marketing of an apartment development these days, even a luxury one. That’s not the case with Currents, a Plymouth, Minn. community whose online nautical theme blends creatively with a truly sumptuous identity system.

Minneapolis design studio This is Folly went overboard (in a lovely way), crafting materials that “were inspired by steamship-era design and by rusty, patinaed metal,” Robbins explains. “The stars stand for both quality and navigation. The triple bars and stripes are abstracted waves or current lines. The tag forms for the business cards are inspired by luggage tags and travel documents.”


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