In an area North of Atlanta, where luxury apartment communities are fewer and farther between, Alliance Residential wanted Broadstone Peachtree Corners to be the first of its kind. The client desired a brand that felt unique and inspiring with a strong narrative thread woven through the design, messaging, programming and amenities.
Broadstone Peachtree Corners is a thriving, bustling bouquet of business and entertainment, townhomes and treelined neighborhoods anchored by innovation. Inspired by the whimsical nature of the community’s interior design and exterior surroundings, Phase 3’s branding transports this community into its own woodland fantasy with serif typefaces and enchanting animal outlines.
Using the property’s interior design concept as our foundation, the brand messaging and identity nods to elements of fairy tales and epic quests—woods, and ropes, and maps and nooks— but with the elegance and wit of a Vogue editorial shoot. With verbal and visual cues, Phase 3 playfully weaved in elements of the hero’s journey—a call to adventure, crossing of thresholds, helpful guides, gifts, and transformation—appealing to our target audience, who are building their own worlds and selling their stories.
Targeting self-directed young professionals in their late 20s to mid-30s with college educations, who are entrepreneurial in spirit or practice and who eschew “rise and grind” culture in favor of a more balanced and meaningful work life of their own design. Though they’re smart and sociable with a ready sense of humor, they’re not extroverted party people who need to be in the center of the action; they appreciate tranquility, quiet sophistication, and time to think, create, and innovate.
Using the finalized branding, we also provided them with creative assets and copy for their website and a video rendering showcasing the upcoming property.
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