Selene
Tomoka Village
Naming · Strategy · Messaging · Copywriting
A fresh identity for a Daytona Beach apartment community ready for a new point of view. The rebrand brings sophisticated coastal living and the convenience of Tomoka Village together in one distinct brand.
Year
2026
Designer
Julie Garner
Project Snapshot
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How do you create a coastal brand without falling into the expected clichés? The rebrand needed to feel feminine, sophisticated, and connected to its Florida setting while giving an existing community a more distinctive identity. It also had to capture the convenience of Tomoka Village alongside the restorative lifestyle residents could find at home.
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We found the brand in the balance between energy and ease. Residents could spend the day moving between shopping, dining, the coast, and everything around Tomoka Village, then come home to something distinctly calmer. That duality gave us a lifestyle that could feel vibrant and restorative, sophisticated and soulful, all at once.
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Selene gave the brand life. With its lunar origins came a world of inspiration: the moon’s pull on the tides, the shift from sunlight to moonlight, and the natural cadence between movement and stillness. What began as a name became the creative thread for the entire brand, shaping a voice that’s luminous, soulful, and always in balance.
That’s the nutshell.
Want to hear more about the thinking, process, or work behind Selene Tomoka Village? I’m always happy to talk shop.