THE RUTHERFORD
CLIENT: The Requity Group, GreystaR
PROJECT: Brand Campaign, Residential
CLIENT: The Requity Group, GreystaR
PROJECT: Brand Campaign, Residential
The Rutherford wasn’t positioned as just a place to live, but as the setting for "Life at The Rutherford"—a brand that frames everyday living as part of a larger story. Using inspiration from a storybook, we shaped the experience as a series of curated “chapters,” reflecting the rhythm of daily life—from quiet retreat to nature-bound to social energy—rather than a simple list of amenities.
This approach guided a tone that is polished and approachable, with a little wit and charm. Each space contributes to the larger narrative, while the surrounding Alexandria neighborhood extends the experience beyond the property. The result is a brand that captures not just where you live, but how you live.
DELIVERABLES
Brand strategy & identity • Brand standards
