The Fynn logo designed by EBD against a black background.

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Naming places, products and companies can be challenging. EBD helps to make the process fun and rewarding through extensive research, strategy and creativity. Which results in unique, memorable names that help you stand out in the marketplace.

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August 17, 2022

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3 min read

The Fynn, A New Light In The Shining Downtown District of Elmhurst

When Quarterra Multifamily, formerly known as Lennar Multifamily Communities, approached EBD to brand a sophisticated multi-family project in Elmhurst, IL we were thrilled about the opportunity to provide a cohesive brand experience. Our scope of work included naming the project, writing key messaging, developing the brand identity, creating and producing leasing collateral, as well as signage design. 

The project was positioned as modern downtown living in the upscale neighborhood of Elmhurst. Just one train stop west of downtown Chicago, the Fynn offered commuter-friendly, boutique-hotel style living within Elmhurst’s walkability to local restaurants and lifestyle amenities. The interiors of the Fynn captured the essence of sophistication, elegance and comfort in a city that is diverse with personal style.

A train stop near the Fynn in Elmhurst

Every detail of The Fynn’s brand identity was carefully considered to remain timeless, cohesive, flexible and most of all, representative of the integrity and lifestyle of this development.

Logo for the Fynn designed by EBD.
Business cards for the Fynn designed by EBD.

Derived from Gaelic and Old Irish, we named the project ‘The Fynn’ due to its historical definition, “Name That Means Light,” emphasizing the project’s role as a new light in the shining downtown district of Elmhurst.

Historical references for the Fynn designed by EBD.

The logo and sub marks for The Fynn drew inspiration from historic images of Elmhurst, ultimately delivering a handcrafted and authentic brand.

Logos, patterns, and colors for the Fynn designed by EBD.

Crafting typography to represent The Fynn’s branding was crucial in bringing out the building’s personality. We designed a typeface that brought together a modern-day sans serif font, styled with an Art Deco flare. We also selected traditional, yet expressive serif sub-fonts to complement the logo in collateral and signage.

Leasing booklet for the Fynn designed by EBD.
Interior rendering for the Fynn.

The jewel-tone brand colors were inspired by the interior design direction so that they could seamlessly connect the interior style direction with the brand’s visual identity. A subtle, metallic gold brings a humble elegance to the brand, while the rich and soft blues make the brand feel mature yet approachable and luxurious. 

Leasing materials for the Fynn designed by EBD.

Like every multifamily project, collateral was key in presenting patterns reminiscent of deco wallpaper and collateral styles in an in-room information book round out the experience.

The Fynn began pre-leasing in March and had leased 19 apartments prior to opening. We’re happy to say The Fynn was 91% occupied within two months of opening and is currently over 95% leased.