After buying what was Modera Redmond in 2024, Ares Management turned to Red Propeller to help them create a new brand for the community, which is in the competitive Redmond market, east of Seattle.

We started with research into current conditions at the community, the area context, and the competition to understand the best opportunities for a new brand. Next, we defined the target audience for the community, four positioning pillars, and four story threads to inform name concepts. We presented five names to the Ares team, which selected Everlight — a name that evokes sunrise vibes, clarity, focus, and the fresh start of a new day.

Following selection of the new name, Red Propeller created a marketing story, logo, visual brand guidelines, marketing tools, and signage, and worked with Hero Creative on new product and lifestyle photography.

Everlight now shines as an elevated, distinctive community in Redmond.