4M has long been a known entity in Ann Arbor, Michigan for their high-end short-term rentals. But with ambitions of creating a “15-minute neighborhood” that will provide all the comforts of a small community, within a short walk, this brand needed to evolve. 4M leadership participated in a series of brand strategy exercises to define the 4M brand position and character, which lead to the design of a scalable and focused visual brand identity.

Objective 01
Focus the brand.

With futurist ambitions that are constantly evolving, defining the brand purpose is key to maintaining focus.

Objective 02
Make a mark.

The design of an abstract, yet profound, logo will help identify the brand as they enter diverse markets.

Objective 03
Lead the movement.

An unconventional brand can not succeed with traditional “marketing” efforts. We must create evangelists.

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Jon Eslinger is an award-winning graphic designer, creative director, and brand strategist who has helped launch, grow, and evolve brands with an honest approach to connecting the ambitions of an organization to the hearts and minds of humanity.