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The Masonry

Catalyst was contracted by the Franklin Johnson Group to help rebrand Shockoe Valley Heights, a collection of seven unique apartment buildings in Richmond, Virginia. Each of the properties under the SVH management umbrella offer an urban, mixed-use living experience in several historic buildings throughout the city. The new identity needed to feel modern and updated, while still creating a unified brand that played off historic elements and tied into each building.

As a nod to the mix of unique properties, and their exterior finishes, Catalyst developed the name “The Masonry.” The logo featured a modern, geometric mark that was balanced by a more traditional serif font. The brand color palette was inspired by the muted tones used throughout the property, including navy and sky blues, a deep brick red, and several neutrals.

Once the primary logo was finalized, Catalyst also extended the look and feel to the seven individual properties. The logos featured the same layout and “at the Masonry” descriptor; however, each community was given two main colors pulled from the overall palette as a way to differentiate themselves from the other buildings.