Life, All In.
PASEO HOTEL & RESIDENCES
80 Rainey St, Austin, TX
paseoatx.com
@paseoatx
Blending the comfort of ‘All In’ residential living, with the feeling of a hotel and a brand that brings the color, community and good vibes of Rainey Street home. Welcome to Paseo.
Brand Strategy & Positioning
Brand Narrative & Naming
Brand Identity & Tone of Voice
Brand Experience & Hallmarks
Brand Communications & Guidelines
Rainey Street in Austin, Texas. Famously known for its old bungalows, locally-run bars, and pedestrian-friendly streets. The LV Collective, came to us to create a hospitality led, destination brand for their flagship multi-family project at 80 Rainey Street. With an ambition to enrich and preserve everything that makes the street so special and set a new benchmark with a brand in-tune with the neighbourhood, future residents and visitors.
Comprising of 557 residential rental units, with amenities across multiple levels including wellness and fitness, co-working and several food and beverage concepts on the ground floor. The project will preserve and activate the two existing bungalows on the site, blending old and new to create a one-of-a-kind pedestrian and living experience.
AboundStudio were engaged to create a full brand identity, narrative, and communication framework - one that reflects the eclectic rhythm of Rainey, connects with residents and locals alike, and positions Paseo as both a community hub and a new way of living.
The result? A lifestyle brand, that celebrates the spirit of the street, and the rhythm of life, the ‘Rhythm Of Rainey’. An idea that connects people and place - in equal measure. Open to all, the brand blends the comfort of ‘All In’ residential living, with the feeling of a hotel. Welcome to Paseo.
Rainey inside and out.
The Rhythm of Rainey
Go big and go home. Soak up the nightlife and the wildlife. Meet old friends and make new ones. There’s a new way of living, and it’s coming to Rainey. Live, work, play and rest in one place, with your own apartment right in the heart of the action.
Find Your Rhythm, on Rainey Street.
Our approach was to build an identity around moments, not marketing. Hazy days and neon nights. Quick coffees and long cocktails. Festival weekends and midweek calm. By reflecting the street’s spirit, personality and contrasts, we created a brand and name that feels as dynamic as the city it calls home.
Paseo is more than a name; it’s an attitude. Literally meaning ‘leisurely evening walk or stroll’ in Spanish, it captures the brand spirit in its purest form. It’s about taking your time. Stopping to chat, or just looking up to notice your surroundings. It’s about living well and being part of something bigger than yourself.
Although simple in its form and sound, it inspired a visual and verbal identity that’s alive with movement and possibility. Open and vivacious, elegant yet informal, it invites all to take part and look around, capturing a sense of shape and form, light and texture with playful reveals, comforting details and contrasting combinations to create carefully entwined stories.
Warm Days, Rainey Nights.
Hazy days and neon nights. Quick coffees and long cocktails. Sunrise swims and weekends on the lake. Find your rhythm on Rainey ~ a place that pulses to a thousand beats and melodies. Live every moment fully, soaking up the colorful vibes. And feed your soul with music, good friends and movement. This is a place that's hard to pin down, but impossible to leave.With a space just for you at its beating heart.
Go big and go home.
Life at Paseo is about options. From cozy studios to expansive penthouses, every apartment is designed with flexibility in mind. At street level, Daydreamer fuels the rhythm with coffee by day and craft beer or wine by night, while the private Residents’ Club and rooftop terrace provide space to host, celebrate, or simply take in the view.
Two pools set two moods: a lively 12th-floor deck for social swims and sundowners, and a rooftop oasis for moments of calm above Lady Bird Lake. Wellness is built in with a two-story fitness center and studio, while co-working lounges - complete with fireplaces and private rooms - make it easy to shift from focus to flow.
Our role was to help the Paseo team translate this incredible mix of spaces and experiences into a clear, compelling story and photographic style. Rather than simply listing amenities, we worked together to frame the offer as an everyday lifestyle and community: one that moves fluidly from work to play, from wellness to connection, from the buzz of Rainey Street to the calm of home.
The result is a style that captures the rhythm of life in and around the property – at times pacey, at other points calmer and more natural. An inviting presence amidst the bustle of a busy street. Reflecting Rainey’s sense of soulful optimism, it’s alive with possibility, evoking shared experiences and inspiring everyday observations.
Life In Full Swing.
Dance to your own beat.
Creativity has its own rhythm, and at Paseo it beats through the Artist in Residence program. AboundStudio worked closely with the team to define how this offer should be expressed - balancing community impact with the individuality of each artist. Our role was to shape the narrative, explore the benefits for residents and the wider neighborhood, and create the communication tools to bring it to life.
From poetry to pixels, pottery to paint, the program fosters local talent and brings their work to life in the very spaces residents call home. Through features, showcases and stories, we developed ways to spotlight artists like Steef Crombach of One Bad Monkey - offering neighbors guided tours, live events, and shared cultural moments.
Whether through a striking lobby installation, a short film reel, or an infographic celebrating 10 artists and 80 works on one street, Paseo’s Artist in Residence program becomes more than an initiative: it’s a living expression of Rainey’s creative energy.
Rainey In My Soul.
Touchpoints
Get in the zone.
Paseo is starting to welcome residents and locals alike. Expect local partnerships and stories as the project and brand comes to life.
GUEST BOOK
"You guys are crushing it, you are so good at this. It just makes me so excited.”"
– David Kanne. CEO, LV Collective
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