Building a Unified Brand for an Apartment Community

Building a Unified Brand for an
Apartment Community

The Challenge

Franklin Communities has been building and operating apartment buildings for over 100 years. Founded in 1917 by the Tagliatela family, the business had developed distinct reputations for each apartment complex, leading to a fragmented brand identity. Lauren, a fourth-generation member of the family, sought our help to consolidate these separate identities into one cohesive brand that resonates with the entire community.

The Approach

Our partnership began with in-depth interviews with the business leadership, followed by a resident appreciation event where we gathered insights through interviews and surveys. From the outset, it was clear that the heart of Franklin Communities lay in its people—residents and staff alike—and our approach was built around that. We aimed to preserve the legacy and personal touch that defined each property while bringing them together under a cohesive, forward-looking brand.

Key steps included:

Market Research: Analyzing feedback from leadership, staff, and residents to understand what each segment valued most about their community.
Target Market Strategy: Using the gathered data as the foundation for developing a comprehensive target market strategy.
Brand Positioning: Collaborating with the Franklin team to craft a brand positioning strategy that reflected the community’s values.
Brand Identity Development: Designing a cohesive brand identity, including brand messaging, taglines, and a thorough marketing plan.
Website and Collateral Design: Creating an engaging and user-friendly website alongside various marketing materials to ensure a visually cohesive brand presence.

The Impact

The rebranding initiative successfully unified Franklin Communities under a single, strong identity that reflects its rich history and commitment to community. The new brand not only improved internal alignment across teams and properties but also strengthened engagement with current and prospective residents. Today, Franklin Communities has enhanced recognition, a clearer voice in the marketplace, and is expanding its locations with confidence and consistency.

Words From Our Client

“I really feel like we were heard. Not all marketers are this down-to-earth! They worked diligently to give us marketing collateral and a new website that we will be proud of for years to come.”