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Exterior Signage at One South

Client: Rockford Construction

A Vibrant Brand for the Heart of the City

Rockford Construction built a mixed-use development in Grand Rapids’ Heartside neighborhood, just outside the city center. They wanted the building brand to connect with young professionals.

What We Did
Highland Group developed a full brand identity (name, logo, color palette, typography and pattern language) that communicates the neighborhood’s vibrancy, diversity and creative spirit to professionals who want to live in the heart of the city.


1. Brief

Rockford needed a brand identity to promote their new budget-friendly apartment building in the heart of downtown. How could they attract young professionals to this new development?

3. Execution

Highland Group anchored the building name in the development’s physical location, one block south of the center of Grand Rapids. A vibrant color palette reflects the creativity of the neighborhood. Artful pattern language provides versatile design elements that are carried through to all brand and sales touchpoints, including the building.

2. Strategy

Highland Group wanted to convey the energy that comes from living in the city center and emphasize the convenient location of the building. Drawing on the history and character of the two neighborhoods it bordered, Highland Group crafted an identity that reflects the dynamic spirit of city living.

4. Results

Teaser marketing for the One South brand lined the construction site, and now the building features a vibrant lobby mural and wayfinding with branded colors. Initial sales goals were exceeded, with 100% of studios and the commercial suite pre-leased before construction was complete.

Construction Banner at One South

A vibrant color palette sets the brand tone and captures young professionals’ attention

One South Location Indicator
One South Social Media
One South Social Media
One South Lobby Mural

Versatile pattern language adapts to any marketing need, large or small.

One South Print Collateral
One South Hanging Banner
One South Button Mockup

Highland Group created an energetic brand that reflects the neighborhood’s creative history, captures the attention of key audiences and helps drive interest and action.