Identity
Our brand package included a keystone handbook based on market research, asset naming, and a comprehensive visual design system for use in signage, collateral, web, etc.
We recommended the name Citizen to honor and elevate the neighborhood’s industrial history, while also evoking a sense of hometown pride. The approved mark, ostensibly a C monogram, pays homage to the rails of Atlanta’s electric streetcars, which made their 1889 debut in nearby Inman Park.
Messaging
The market research our team conducted also heavily influenced our language. We chose words to resonate with audience values and to reinforce an aspirational lifestyle of success, ease, relevance, etc.
Having locked down on a voice, we then conducted prelim. testing via social ads to determine which pieces of copy maximized conversion. The resulting insights informed adjustments that we made prior to conducting a full launch campaign.
Photo + Video
Once the building was completed, furnished and ready for cameras, we produced and shot an archive of evergreen media.
Our shoot lasted 2 days, involved 5 models, and yielded a brand video, a series of 15 sec and 30 sec social ads, images for placement on web and in brochures, and more.
Placemaking
We gave special focus to placemaking moments throughout the campus, seeking to convey a sense of relaxed design cohesion and respect for the neighborhood’s past.
For example, we included a quote by Atlanta poet W. E. B. Du Bois, stenciled onto the risers of the steps leading up to the entrance.
Web
Our team built a robust web presence using no-code tech to promote both client empowerment and fully bespoke design.
In the commercial housing space, much of web is based on templated designs, many of which feel mainly the same. Against that backdrop, we built a clean, disruptive presence free of noisy popups that landed a flawless score on Google Lighthouse and reinforced our promise of easy breezy, sophisticated living for sophisticated residents.
