Camino
A vibrant identity for a global neighborhood
Background
Doraville is one of the most culturally rich areas in metro Atlanta, home to Buford Highway—a corridor known for its diverse eateries, markets, and small businesses. But despite its global influence, many new developments in the area lacked a sense of place, blending into the landscape of generic apartment branding. Camino set out to change that. They wanted an identity that wasn’t just about renting an apartment, but about becoming part of a vibrant, evolving community. Our challenge was to craft a brand that reflected the energy, diversity, and adventure of living at Camino, something rooted in Doraville yet expansive in its outlook.
Services Provided
- Brand Activations
- Brand Identity
- Content Creation
- Digital Design
- Naming
- Packaging
- Research & Strategy
Approach
We started by immersing ourselves in the essence of Doraville—walking its streets, exploring its restaurants, and talking to the people who make this community so dynamic. What we found was a neighborhood that thrives on cultural exchange, where everyday experiences feel like a journey across the globe. But apartment brands in the area didn’t reflect that energy, and we saw that as an opportunity.
Camino needed an identity that stood out, not just another modern development, but a brand that celebrates Doraville’s spirit. We built a design system that was bold, welcoming, and infused with global influences, ensuring that future residents would see Camino as more than a place to live; it’s a gateway to connection, culture, and community.
Creative
To capture the spirit of Camino, we built a brand identity that feels as lively and diverse as the neighborhood itself. Expressive typography, unique color palettes, and cultural motifs come together to reflect the energy of Doraville and the global influences of Buford Highway. Every design element was carefully considered and crafted to evoke energy, warmth, and connection.
The messaging leans into adventure, inviting residents to see Camino as more than a home, but as a gateway to discovery. From signage to digital assets, every touchpoint reinforces the idea that living here means experiencing the world—all from the comfort of your own front door.
From the website to street banners, every touchpoint was designed to immerse future residents in Camino’s vibrant world. We created matchbooks as a keepsake, wayfinding with personality, and social templates that bring the brand’s adventurous spirit to life. To celebrate Camino’s connection to Buford Highway, we even designed a custom menu showcasing local dishes, reinforcing that living here means experiencing the best of global cuisine. Every element was crafted to not only promote Camino as a place to live but as a destination to explore.
Results
With leasing just beginning, Camino is positioned to become more than just a place to live, it’s a destination that truly reflects the heart of its community. We look forward to seeing the impact as doors open and the journey begins.