Pennrose, a national developer and manager of mixed-income and affordable housing, partnered with us to create the brand for The Legacy at Herndon Square, a new market-rate development in Atlanta’s rapidly evolving Westside neighborhood. As The Legacy neared completion, Pennrose needed a brand that would clearly differentiate the community and introduce it to the market with a distinctive identity.
Pennrose: A New Standard of Living on the Westside
Our Role
Strategy
Branding
We began with a competitive audit to understand the multifamily housing landscape and identify opportunities for differentiation. Our research revealed a significant gap in the market, with most local offerings falling into either lower-income housing or high-end luxury communities. The Legacy at Herndon Square was uniquely positioned to fill this white space, offering an elevated living experience all at attainable mid-market rates.
We developed a visual identity system that brought the brand to life. From the logo and color palette to typography and supporting graphic elements, every component was intentionally crafted to reflect the property’s positioning and personality.
The result is a brand that captures the essence of modern living—elevated yet approachable, contemporary while rooted in tradition, aspirational without feeling out of reach.
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