For The Sonne, we set out to create more than an identity for a new residential development. The opportunity was to define a new expression of luxury living—one shaped by AP’s belief in “Space Meets Innovation” and brought to life through a distinctive duplex-home concept. From this came “The New Original,” a brand idea built around the tension between what feels timeless and what has never been experienced before.

OUR APPROACH
We translated the concept into a complete brand identity where classic elegance meets contemporary restraint. The logo, typography, color, imagery, and graphic language were designed as one cohesive system, giving The Sonne a character that feels established yet distinctly new. Cinematic black-and-white photography and subtle copper tones extend the identity into a sophisticated visual world—creating a brand that does not simply communicate luxury, but defines its own expression of it.

DESIGN SCOPE
Brand Concept · Creative Direction · Brand Identity · Logo Design · Visual Language · Art Direction · Brand Guidelines · Photography Concept & Direction · Campaign Identity · Film & Motion · Print & Digital Communications