Soundwater

When Southeastern and property manager Greystar engaged Phase 3 to develop a brand identity for its latest luxury community in Nashville, Tennessee, they knew they wanted it to appeal to downtown dwellers who might be new to Music City and tasked us to name it without leaning on common music tropes. They also wanted to highlight their premium location overlooking the Cumberland River and greenway, painting it as the perfect blend of urban convenience and natural beauty.

The name Soundwater was our nod to both the river and Music City itself, as well as to the feeling of stability and soundness that comes from living in a community with such extraordinarily high standards of service. We paired a modern wordmark with layered photography that contrasted the textured images of the surrounding landscape with modern lifestyle imagery of young professionals working and living in this convenient Nashville location. We tied it all together with a fresh, unexpected color palette and sparkling narrative that set the brand apart from its less elevated competitors.