Bloom at Deer Valley
2023 I Completed
Client
Mack Property Managment
industry
Real Estate
Project Type
Naming
Brand Visual + Verbal Identity
Web Design
About the Project
Founded in 2013, Mack Real Estate Group (MREG) is an integrated developer, operator, investor, and lender with its headquarters in New York City. For their newest residential development in Phoenix, Arizona – Bloom at Deer Valley, MREG envisioned a community for young, active, educated professionals that offers a balanced lifestyle with affordability, livability, and design at its core.
Armed with this vision, FORMA by MOYA developed a comprehensive brand and marketing strategy to attract this vital target market.
The name Bloom was selected for the development as it represents growth, beauty, and vibrancy; these are all qualities that the community aims to embody. Bloom is also a perfect fit for the natural surroundings of the area, and elicits ideas of freshness, new beginnings, and a bright future.
The pictogram within the brand logo is a stylized blooming flower, capturing the essence of the community and builds a connection to the brand name.
The details in the typography strike a balance of comfort and accessibility, as a combination of serif and sans-serif fonts are integrated in the different marketing materials. which aligns with the community’s core values of livability and affordability.
The colors for the brand visuals are aligned with the colors that represent the neighborhood’s natural surroundings: spartan green, warm terracotta, hues of raw sienna, and creamy tones.
project recognitions
Bloom at Deer Valley’s vivid branding and messaging won two gold MUSE awards in 2023 in the categories of corporate brand identity and corporate identity, logos.




