Phase 3 worked with the Greystar team to develop a name, brand strategy, and identity for their new apartment community in Nashville’s Metro Center—a formerly commercial/industrial area north of downtown. This is a beautifully amenitized luxury community in a blossoming area and right on the Cumberland River Greenway. We wanted the name and branding to capture the premium riverfront location and feel like an extension of downtown luxury. The team decided on Soundwater, which conveys rest and relaxation, a feeling of “soundness”. Sound is also a nod to music city.
