Defining the identity for a modern Port Wentworth residence, rooted in the local landscape, historic innovation, and purposeful details.
Role
Art Director
Team
Agency FIFTY3
Sabrina Hayes, Senior Copywriter
Margo Garrigues, Senior Designer
Deliverables
Brand Strategy
Messaging
Visual Identity
Brand Guidelines
Photography Library
The Whitney
The Whitney is a residential community in Port Wentworth, Georgia, built for young creatives and engineers who are priced out of downtown Savannah but still crave a highly connected lifestyle. The client approached our team with the name already established, referencing the area’s deep-seated history of mechanical innovation. During discovery, we found that the local competitive market was saturated with predictable coastal themes. We needed to build a visual strategy that stepped away from those tropes — grounding the brand in the industrial heritage of the Savannah River while offering a refined space for residents to refresh, refocus, and reconnect.
We anchored the brand in considered messaging that positions the community as a place designed on purpose and with purpose. We focused on the promise of intentional design built to match the energy of the residents — a space where recreation and connection are baked directly into the foundation. Visually, we explored the intersection of rigid machinery and the soft Georgia landscape to pull the identity away from expected coastal clichés. The logos feature intentional notches and cutouts reminiscent of interlocking gears, balanced by a scalloped framing element and an architectural serif. By pairing these structural forms with a warm, contrasted palette of light neutrals, deep navy, soft cool green, and “sunburst lichen,” alongside color-treated landscape backdrops, the brand feels distinctly connected to its environment.
By stepping away from expected regional norms to center on craftsmanship and local history, we established a considered visual identity that bridges the gap between physical presence and the client’s vision. We provided the on-site team with a comprehensive brand guide to ensure the brand translates seamlessly across every touchpoint. The work honors the innovation of the region through a modern lens — building a strong foundation for a real community to grow in Port Wentworth.
