Consolidated Investment Group
The Alora Brand Identity & WebsiteIndustries
Setting the Stage for Something Stronger
Our partners at Consolidated Investment Group came to us with a new challenge: they had just acquired a property with an existing brand that they wanted to replace with their own.
The development, located in Erie, CO, offers high-quality apartments for rent at a competitive price. We set out to create a stronger and more ownable brand to give the development a better chance at attracting residents and growing brand recognition.
Research That Shaped the Road Ahead
Our first step was to understand the development. What made its location special? Who’s moving here? Why?
While deep in research, we began developing audience personas to help us understand the motivations and obstacles for demographic and psychographic segments moving to the area interested in renting. We ended up with 5 full personas that guided the development of all the brand’s elements and future marketing materials.
Naming the Next Chapter
Next, we turned our focus to finding a new name. Our research into the motivations behind why people chose to live in Erie, as well as our deep understanding of the development and its offerings, led us to explore four main naming categories: Serenity, Rugged Luxury, Elevated Living, and Curiosity.
After the first round, ‘Elara’, named for one of Jupiter’s moons, stood out as a frontrunner. After some consideration, wordsmithing, and exploring variations on the name, we landed on The Alora at Colliers Hill. We kept the ‘at Colliers Hill’ descriptor from the original name to preserve ranking and click traction, given the high volume of monthly searches for that term.
A New Narrative: Where Convenience Meets Calm
With our audience personas and new name in hand, we began developing the brand’s narrative identity. A standout insight from our research was that a primary motivator for most audiences to choose Erie was the connection to the outdoors without living too far from Denver and Boulder. The area also attracted a higher-than-average amount of healthcare workers for a similar reason — those seeking a natural retreat without pushing their commute time through the roof.
The narrative identity was built to ensure that it would always offer serenity without having to sacrifice convenience. The tagline sums it up perfectly: “Minutes to the city. Miles from the noise.”
Finding The Look
Just as with the narrative identity, the visual identity had to bring together our research and audience insights. The final logo reflects the celebration of outdoor settings and indoor comfort, with typefaces that have a tinge of ‘outdoorsiness’ to them without feeling like an outdoor brand. The customized crossbars in the letterforms create a sense of movement to reflect the recreational lifestyle available to residents of The Alora. The logomark highlights the apartments’ proximity to the mountains but also doubles as a stylized ‘A’ to connect with the name.
We then created a logo system with badges to help real-world applications feel elevated while still providing flexibility.
The final elements, such as the color palette, imperfect edges in layout, hand-drawn icons, and textured patterns all reflect nature to continue weaving that story throughout the brand at every touchpoint and piece of collateral.
Developing Digital Digs
Now the brand elements were in place and it was time to unveil it all to the world. First and foremost, our team designed and developed the website, bringing the brand’s most vital touchpoint to life.
To deliver a polished, market-ready digital experience, the website leveraged one of AOR’s property website templates. This strategic foundation gave the team a head start with a structure designed specifically for real estate development marketing, including optimized page layouts, conversion pathways, and scalable content organization.
The website template also supports stronger search visibility from day one by incorporating SEO and GEO best practices and local search considerations, helping the property perform well for both traditional search and AI-driven discovery. By leveraging a framework purpose-built for showcasing properties and capturing leads, the final site balanced speed, flexibility, and long-term scalability.
A Community Reintroduced
The Alora at Colliers Hill now has a new name, new identity, and new website. Beyond the digital realm, the new brand is also on full display across the development in the form of monument- and wayfinding signage. Check out the Alora website here.