Southern Management Companies

CHALLENGE

Southern Management, a property management company with hotel and apartment locations in the Baltimore and DC Metro area, needed a brand story that brought their mission to life. The focus was on their dedicated staff, who work hard to uphold Southern Management’s commitment to making everyday living in their communities a little better. The logo needed to preserve the diamond shape and “SM” from the existing design to maintain brand equity.

SOLUTION

A brand story and logo that embody their mission. The placement of the diamond within the 'M' symbolizes a perfect fit and the sense of being at home, a key part of Southern’s narrative for both residents and employees. The diamond shape was subtly modified to resemble a star, representing guidance and the feeling of being led home.