Albion in the Gulch
Nashville, TN - Albion Residential
Scripted to Be Unscripted
Albion Residential opened a new apartment community in the Gulch, and they wanted the brand to reflect how much thought went into it without making the whole thing feel precious. So we leaned into the contradiction: every design decision here was obsessed over, argued about, and made on purpose, all so residents wouldn't have to think about any of it. "Scripted to be unscripted" treats the building as a starting point rather than a plan, with hospitality that gives people room to make their own calls. The "Albion on Tour" campaign takes that idea out into the neighborhood, tying the community's entertainment-focused amenity spaces to the downtown scene happening right outside the door.
Identity • Brand • Collateral • Signage • Video • Events • Engagement
