About the Client:
PenPointe Properties came to us with purpose, dedication, and a deep desire to create equitable housing. What they did not have was a brand. We built everything from the foundation up. That included their mission, brand roots, tone, voice, positioning, and full visual identity. This was complete conception to execution. The result is a brand that communicates care, professionalism, and community support with absolute clarity.
The Challenge
There was no prior identity or strategic foundation. PenPointe needed everything. A clear mission statement. A defined voice. Core values. Brand tone. A visual system that spoke to both structure and empathy. The challenge was to build a complete brand that tenants and partners could trust from the first interaction.
Our Approach
We began with deep discovery sessions to understand their purpose, their long-term goals, and the communities they serve. From there, we shaped their mission, tone, and communication style. We built a foundation rooted in clarity, warmth, and dignity.
Once the brand voice and strategic direction were established, we expanded into a full visual identity. The logo communicates stability. The colors express warmth and grounding. The typography reinforces professionalism and approachability. Every element was created to reflect their commitment to equitable housing.
Scope and Key Deliverables
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Brand discovery and mission development
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Brand roots, values, tone, and voice
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Full positioning and messaging foundation
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Logo and visual identity system
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Warm, grounded color palette
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Clean typography system
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Comprehensive brand guidelines
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Digital and print collateral
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Visual and verbal direction for future communication
The End Result:
PenPointe now has a complete brand built on purpose and clarity. The identity gives them the tools to communicate effectively, build trust, and advocate for underrepresented communities. Their brand reflects who they are, what they stand for, and the people they are committed to supporting.
Primary Logo
