Pinnacle Village

Pinnacle Village in Rogers, Arkansas is an expansive 27-acre mixed-use development project designed to create a vibrant community center.

The Challenge

Early on, we established a brand theme of “Live, Work, Play”. This ethos of overlapping high-end living, innovative workspaces, and diverse leisure activities guided the brand project in to articulating this overlap visually while maintaining a “P/V” lettering in the mark. Brand identity is critical in the NWA competitive retail and entertainment landscape as it continues to evolve. All renderings seen on page were created by Miller Boskus Lack Architects, P.A.

Services

Brand Development

Branded Assets

Offering Memorandum Deck Design

The first logo iterations played with the idea of a prominent structure that defined the area with a united purpose that seemed timeless: residents were living in this theme day or night, workday or weekend.

Some iterations tried manifesting a mark that was a sort of monolithic object. Others were using the shape of the ‘P’.

In subsequent rounds, the Pinnacle Village brand project favored the use of the ‘P’ as a primary element of the mark. We slowly moved towards a framed approach where both living spaces and a martini glass could be seen in the frame of the ‘P’. Some saw it. Some didn’t. But overall, the resulting mark remained appealing, unique and bold in the face of competing property branding in the area. The ‘martini glass’ easter egg was just a plus for those who wanted to see it.

Brand standards for colors made plenty of room for the “Live, Work, Play” theme to use color coding, while using the dark teal as the primary brand color.

The biggest use case for the new PV brand was the OM, in which investors needed to see the grand gesture that the development was making to the area and its future inhabitants. The brand aesthetic needed to cary with it a lot of new ideas about living spaces that had swept other metro areas in the nation, but hadn’t yet been fully realized in Northwest Arkansas or Rogers.

As of the creation of this portfolio piece, Pinnacle Village is still slated for development and should be breaking ground soon. Here’s to a new kind of living in NWA!