top of page
The Commons
at Rivery
BRAND STYLE GUIDE
When Partners Real Estate acquired a mixed-use development in Georgetown, TX, they sought to create a distinctive brand reflective of the development’s unique history. The objective was to craft a name and identity that felt both traditional and authentic—an elevated yet approachable brand that would resonate with the community.
The primary goal of the project was to develop a name and visual identity that would seamlessly integrate the heritage of Georgetown with a modern, timeless appeal. The deliverables would aid efforts in raising awareness, generating leasing activity, and make the development stand out in the local and regional marketplace.
BALANCING TRADITION
& MODERNITY
Balancing the rich history of Georgetown with a fresh, contemporary brand identity required careful consideration. Research into local history was key in naming of the development, as the client wished for this to truly resonate with long-time residents.
The Commons is a nod to the neighborhood school; McCoy Elementary, that stood in the development's site from 1964 to 2019. The development also sits in a key intersection of the growing town, which is known for its charming Victorian-era town square architecture, and its proximity to beautiful Texas parks, rivers, and lakes.
Throughout the brand exploration I searched for ways in which to combine these aspects within a refined, modern aesthetic that aligned with Partners RE’s visual aspirations.
1/28
BUDGET & TIME CONSTRAINTS
Because the project posed limitations around design hours, revision rounds, and collateral pieces, strategic decision-making around these constraints was another important driving force throughout ideation.
Creating a brand that could be easily and quickly implemented across digital (primarily website), and limited print assets—while remaining recognizable—required scalable solutions.
The result was a streamlined yet impactful identity system stemming from thoughtful exploration that maximized value without unnecessary expenditures. A minimal brand the potential to be expanded upon was developed.
bottom of page