Client
SPM
Sector
Real Estate
Deliverables
Naming Exploration
Mood Boards
Color Palette Curation
Logo Design
the ridgely
Park at Rocky Ridge was undergoing a multimillion-dollar renovation and needed more than just cosmetic updates, it needed a new identity that would resonate with today’s renters. Our challenge was to craft a brand, complete with a name, that felt elevated yet approachable.
The result is The Ridgely, a community that balances timeless natural beauty with the comforts and conveniences of contemporary living. The reimagined identity captures the wooded, serene nature of the property while appealing to modern renters searching for quiet sophistication and meaningful connection.
a property in transition
The Ridgely is an apartment building in Birmingham, Alabama, owned by MFP Capital. In partnership with SPM, a property management firm, MFP sought to reposition the property. Prior to its transformation, the property lacked a distinct identity and struggled to stand out in a saturated market.
sophistication reimagined
RLD Creative developed a complete brand transformation for the community, culminating in The Ridgely, a name and identity that balances boutique charm, sophistication, and serenity. Our team focused on storytelling through design, balancing timeless Southern character with a clean, contemporary feel.
The final deliverable included multiple naming options with strategic SEO insights, two mood board directions, three refined color palettes, and a set of logo concepts designed for flexibility across digital and print platforms. The Ridgely now stands as a modern, memorable brand that invites residents to feel at home.