Felix by Related
Fabric Launches Indie-Lux Brand for Related
The charming, walkable, quaint streets of Santa Rosa are a distant echo from the cosmopolitan locations and urbane aesthetics that we usually find ourselves positioning around with Related. But Felix proves that a top-echelon developer versed in large-scale, luxury-led buildings can bring a thoughtful, scaled-down approach to a small-ish town setting.
The key was to create a brand that was friendly, soft-spoken and down-to-earth, while maintaining the underlying pillars of on-trend design, refined interiors and details-matter approach that Related is known for.
The tone was insider versus outsider. Human instead marketing-speak. The look was playful and uplifting, not overtly modern and glossy. Colorful over sleek and sterile. With just the right touch of refinement. An approachable luxury.
Felix recently launched with a full campaign by Fabric, including branding and identity, a custom website, collateral, signage, neighborhood photoshoot and digital assets suite. Leasing is off and running, and it’s been incredibly well received by residents and neighbors alike.
