Designing a historically relevant multi-family brand.

In a historic and urban pocket of Atlanta that is crowded with apartment communities, this transit oriented, mid-rise needed a name and brand identity that aligned with the unique energy and history of the area—and distinguished it from competitors. Working with Greystar, who oversaw the marketing and leasing of the property, and multi-family real estate developers Place Properties and H. J Russell & Co., Phase 3 led the team through our multi-family community branding process, starting with a Brand Vision Workshop and extensive secondary research.


We first focused on developing a name for the community. The project was located adjacent to the King Memorial station and part of MARTA's broader Transit-Oriented Development initiative to increase ridership. Also, one-third of the units were designated as workforce housing which would appeal to an expanded demographic and economic audience. Phase 3 tapped into the neighborhood's spirit of community - "connection to your next stop, to interesting people, and to the history of the city you love."

In that spirit, we named the community Marchon, inspired by Martin Luther King Jr.'s historic 1965 speech, "Our God is Marching On." In addition to the obvious tie to King, the name also alludes to the social responsibility that's an attribute important to this brand. Pronounced with a soft "ch" (mar-shon), like the French veb "to walk", Marchon has an easy sophistication - elevated but familiar.

"The Rhythm of Atlanta Lives Here."

The Brand

Phase 3 created a brand expression that reflected the vibrant, energetic vibe of the neighborhood. The colors and the photography are key elements depicting people that are diverse, young and creative and – above all – showed that all are welcome to Marchon. Historic maps of the Oakland neighborhood were incorporated to provide texture and interest.


The bold, colorful and unique Marchon brand has energy and momentum that stands out in a sea of sameness. Less than one year from opening, Marchon enjoys upwards of 97% occupancy.

Together, we can make something great