Residential Destination Branding
Client:: The Providence Group | Atlanta, GA
In the competitive Atlanta new homes marketplace, character sets neighborhoods apart as much as location. So when The Providence Group set to launch its new townhome community in the suburban village of Smyrna, it needed a unique identity with an authentic appeal fitting the hometown setting.
Clementine started with a dive into history to find a name that would underscore the community’s connection to its Smyrna surroundings. “Pruitt” honors Lorena Pace Pruitt who became the first female mayor of Smyrna in 1946 and was the first female mayor elected in the state of Georgia, while “Walk” is a nod to the pedestrian-friendly, village-style town setting.
The logo blends a crisp, current feel with elements that are unmistakably Smyrna – from the mercantile badge styling to the botanical icon based on the petals of a jonquil, Smyrna’s signature flower. A suite of branding messages celebrate everything that life in Smyrna brings “so close to home” – from dining and entertainment to the winding miles of the Silver Comet Trail and all the fun at nearby landmark Truist Park and The Battery, home to the Atlanta Braves.