Urban multifamily living at The Wayward captures the creativity of Nashville’s arts and cultural scenes. Located in the River North development in northeast Downtown Nashville, the luxury apartment brand needed to remain authentic to Nashville and attract a young professional audience. Original and free-spirited, “The Wayward” depicts the ideal living environment for the creative-at-heart. The name suggests that the location is perfect place to live for those who seek adventure. The typography mixes strong sans-serifs with whimsical script and the colors are inspired by the nature found on the riverside trails near the building. Along with the name and identity system, we designed place-setting signage and a parking structure mural to further establish the look and feel of The Wayward.