Rafter is a 26-story apartment tower in Northeast Minneapolis. Our studio worked closely with the development and interior design teams to identify the target demographic, craft an authentic brand and story that resonates and helps carry that through the entire project.
The brand is inspired by the building's location striving to strike a balance of elegance, edginess, and grit. The name Rafter pays homage to the entertaining wild turkey population in Northeast Minneapolis. (A rafter is a group of turkeys.)
The building interior features exposed concrete and the exterior showcases black and white elements. We carried these themes into the color palette and offered a range of jewel tones to compliment. The sharp angels of the AFTE in the logo create a sense of grit, while the symmetrical, perfect half circles of the R's are minimal and calm. The 'A' turned on its side is a statement of 'not like the rest,' and forms a triangle which is a nod to the project address (333 Hennepin).