Axis 201, New Haven, CT

New York-based Paredim Partners assigned Primary to develop a ground-up branding story for their latest luxury apartment community in historic New Haven, CT., just a few blocks from Yale University. The community was aptly named AXIS 201 as it a place where life revolves around the residents. Located next to Yale’s Science Park, the Farmington Canal Greenway, and other New Haven hot spots, AXIS 201 is a vibrant hub where people can experience Life, Connected.

Featuring services and amenities such as a sparkling pool and cabana lounge with outdoor kitchens, firepits, rooftop deck, golf simulator, cinema hall, interactive fitness center and yoga studio, dog spa, and much more. Leasing began in early 2024. Visit the community at or take a virtual tour at

To bring this development to life and set it apart from the competition, we were tasked with a wide range of branding and marketing deliverables, including Community Naming, Logo Development, Color Palette, Brand Positioning/Taglines/Headlines, 3D Renderings & Video, 3D Floor Plans, Sitemap drawing, Collateral Materials, eBrochure, Wall graphics, Website Design/Development, and more. From concept to design to final delivery, we brought all of these branding elements together a unique and engaging brand package that elevates AXIS 201 as New Haven’s premiere apartment community.