A thoughtful identity that ultimately revealed the challenges of
balancing detail with usability.

Engage Management needed a new logo and visual identity for an apartment complex in historic Newtown, St. Charles, Missouri. Our goal was to blend the town’s classic, vintage character with a modern and clean aesthetic. The final logo achieved a strong balance of these styles, though there were several elements I recommended refining to improve long-term usability and versatility. 

The primary mark was designed as a circular emblem to evoke a vintage seal or crest—an idea I felt worked well conceptually, but one that functions better as a secondary or accent logo. Due to the circular composition and detailed elements, the text inside becomes harder to read at smaller sizes. Additionally, including both the floral illustration and building outline in the main logo reduced its flexibility. For applications like staff T-shirts, signage, or small digital placements, the fine details risk disappearing, making the logo less recognizable.