Elowen

Elowen is a new-build apartment community at 8555 Aero Drive in central San Diego, operated by Greystar. It came to us as Ion Aero, a name taken from the street and the airfield next door. That was accurate, and completely cold. The brief was to give the building a name, and a whole world around it, that felt like somewhere you'd want to come home to.

Elowen is an old Cornish name for the elm. Everything grew from that one idea: a place that grows around the people who live in it and changes with them through the year. The mark is a single branching tree, quiet enough for a keycard and strong enough for a building facade.

It's sensory and unhurried, written for slow mornings and evenings that stretch a little longer.

Where the sunlight weaves.