Winning over a town that wasn’t sure it wanted us.
Building something new in a close knit community requires listening. When RangeWater tapped us to craft a brand for their multifamily development in Lilburn, GA, we knew it couldn’t feel imported.
The Porchline
Year: 2025
Industry: Real Estate
Client: RangeWater
Services
Naming
Research & Strategy
Creative Direction
Brand Identity
Digital Design
Copywriting
The Problem
The mayor of Lilburn ran (and won) on a platform opposing this development. One line kept coming up in our discovery:
“This project is emotional.”
Lilburn is a town that still runs on a first-name basis and rebuilt itself over and over again without losing its identity. Long-time residents worried the new development would bring traffic, noise, and the “Atlanta feel” they were avoiding. Essentially, they feared being erased by gentrification.
Listen first, then speak.
The Insight
Don’t try to convince the town. Mirror it back to itself with love.
The Positioning
We welcome neighbors to a town that's proud of its past and poised for its future.
The Name
The Porchline was inspired by front-porch conversations and the passing trains that gave the town its start.
The Identity
The logo was inspired by historic train depots, handwritten nostalgia, and modern character.
History with room to breathe
Hand-drawn linework gave the identity a human touch. Illustrations of the building and a passing train made the name tangible.
The result was a visual language shaped by Lilburn's story, yet flexible enough to live in the present: distinctive in a crowded category and warm enough to invite neighbors in.
Credits
Discovery: Ashley Frizzell, Anya Koné, Liz Butler
Strategy: Liz Butler
Design: Anna Bergman, Liz Butler
Copywriting: Anna Bergman, Liz Butler
Creative Direction: Liz Butler, Matthew Dugger
Agency: Headword!