Lucent Scottsdale

Multifamily Repositioning


Brand Strategy


Visual Identity



Hudson Advisors

Cushman & Wakefield

Lucent Scottsdale

Scottsdale, AZ

Lucent Scottsdale Apartments is a new build located within 10 minutes of Old Town Scottsdale and celebrates mid-century design. The community is attractive to a more established demographic looking for a sense of retreat while still having access to the energy of Old Town Scottsdale. Under new ownership, this project required a new identity and  unique brand experience.

The Lucent name was chosen to emulate the community as a ray of light on South Old Town Scottsdale Boulevard. The brand identity is a blend of mid-century design principles and the sunny climate of Phoenix. The bold sunburst pattern adds plenty of visual punch to the website and signage applications for a sophisticated look and feel that is representative of the community’s aesthetics.