BUILDING AN APPROACHABLE BRAND FOR WORKFORCE HOUSING IN UPSTATE NEW YORK
Proportion worked with the United Group to reposition seven properties in Watertown and adjacent towns under a single overarching brand. The resulting brand was named Parkstead Properties, emphasizing the properties’ green space – a key differentiator among housing options in the area. The brand, geared toward young families with working parents from the skilled trades, military, and/or service industries, presents a fun, inclusive identity. It feels aspirational, yet attainable.
The identity was loosely inspired by the history of Watertown, initially an industrial town that used the Black River to power paper mills, and the natural, bright color palette was developed to mirror the waterways and forests of New York’s North Country. Texture and over-saturated imagery makes the brand feel contemporary and youthful, while clean typography and layouts keep it timeless.