Mac Properties Identity Guidelines

Mac Properties manages rental properties in Chicago, Kansas City, and St. Louis. To encourage a more positive public perception, MAC commissioned Thirst to design a common-sense strategy and a refreshed brand presence. Thirst’s design-driven recommendation was simple — do all business under one name and express their value proposition by defining MAC with Making A Community.

As part of the brand guidelines, Thirst anticipated a future when M-A-C could also represent many messages.

Advertisements for MAC use the initials M.A.C. to promote their community and apartments.

The icon houses colors and patterns representing diversity, photos of MAC team members, or images of apartments.

A proposed website concept illustrates how the presence of the MAC brand can be adjusted for the context.

MAC can be present in the community by providing branded bike racks.

MAC's rental signs act as planters, advertising apartments for rent as well as beautifying the neighborhood.

Thirst explored variations on building address signs, and management plaques.

Simple grid guidelines offer standards for the size and quantity of margins, columns, and rows for any document size.

Basic type styles establish a logical hierarchy for typesetting.

Thirst developed a series of patterns that place MAC as part of the community it serves.

The graphic standards manual provides a color palette that represents the diversity of MAC's communities.

Client: Mac Properties

Service: Branding