laying the foundation: branding for a new development

A solid foundation is the key to success. In the case of Westgate on Wardlaw – a luxury townhome development in the up-and-coming west side of downtown Greenville, South Carolina – this was true both literally and figuratively. 

Westgate on Wardlaw came to Working Lunch Co. with the unique challenge of marketing a lifestyle and product that didn’t yet exist. With the long lead times of construction and the large investment home purchases represent, the developers knew they would need to build a strong brand foundation for Westgate on Wardlaw in order to generate demand long before the first open house.

Enter our comprehensive Working Lunch Co. Brand Identity Foundations Package – on a rush timeline! With the goal of delivering a brand identity before Westgate on Wardlaw’s final review with the city, we quickly set to work. 

Our first meeting revealed Westgate on Wardlaw’s intention of celebrating the area’s industrial heritage and the property’s unique location, literally at the gateway from downtown to the buzzing west side. Through our collaborative design process, we explored possible design directions and ultimately landed on a sophisticated interpretation of industrial elements, like brick and iron structures. The final logo, inspired by steel I-beams, is a custom monogram that is both modern and classic, echoing the same characteristics of the property design and surrounding neighborhood.

To deliver a cohesive brand suite, we paired the logo with a simple, lightweight, modern slab serif typeface and a color palette of brick red and inky graphite, complemented by softer modern accent colors. We also expanded the brand suite by developing  an inventive custom pattern based on the monogram that is reminiscent of traditional iron gates. 

We delivered this comprehensive package in record time so that our clients could apply the new brand to their website in time for their meeting with the city. Based on the new brand, we also developed large scale property marketing signs that would communicate the essence of Westgate on Wardlaw’s luxury west side lifestyle to passersby before and during construction.

The result? All but two residences were sold prior to Westgate on Wardlaw breaking ground. We can’t wait to visit Greenville to see these beautiful townhomes come to life and to take our clients to lunch, of course!