The Alley
The Alley is a limited collection of luxury homes nestled in Atlanta’s Reynoldstown neighborhood steps from The Beltline. These modern 3-floor duplexes were developed by the partnership of POP. Custom Homes and J.Rich Atlanta. Being a special and unique development, POP. wanted to create an experience that ensured people would invest to live in a fast-growing and popular Atlanta neighborhood.
The Problem
While there was no question about the value of this development, it lacked a visual representation of the brand and what it promised. The houses were being built, but there was nothing to help market it.
My Role
During this time, I served as the Creative Director of J.Rich Atlanta–the real estate team responsible for marketing the development. I was asked to conceptualize and create an identity system that best represented The Alley’s modern and luxurious offering. I was also responsible for creating signage, print collateral, and a landing page to help support all marketing efforts.
The Solution
Since this development existed on Arkwright Place in the heart of Reynoldstown (in one of it’s tricky intersections)–I took to Google Maps for inspiration. My eye quickly realized that the streets creating this intersection created an “A” shape.
I knew immediately that I needed to nod to the modern design of the development while honoring the place that came before it. So I committed to a lettermark. Through some rough sketches and a perfect typeface find, I found something I felt achieved what I wanted.
