The team at Wood Partners—one of the nation’s largest, multifamily real estate developers—knows a thing or two about apartments. But when planning a first-of-its-kind luxury leasing experience, they turned to Phase 3 to help them craft a brand suitable for connoisseurs of the good life.
As one of the first new builds on Piedmont Park in over 10 years—with a price point to match—we were tasked with naming the property and developing a compelling brand narrative and identity. The main challenge was to position this property as upscale leasing with all the benefits of a privately owned residence, but without the stress of ownership: This isn’t your everyday apartment dwelling, but a graciously appointed home in the middle of the city’s sought-after Midtown neighborhood.