Folksong is a picturesque, resort-style community in Flowery Branch, Georgia, close to Lake Lanier. Starting with name development, we wanted to evoke feelings of familiarity, comfort, and charm, but we also wanted it to challenge the traditional expectations of apartment communities in the area. The resulting name and brand identity encourages good, comfortable living that’s restful and rewarding. As we developed the brand story for Folksong, we were inspired by the feelings that an actual folk song can awaken in a person… distant memories that were once lost or forgotten, revisited and recreated through a lyric or melody. It’s a magical moment. Emotive and nostalgic. Pulling influences from John Denver, The Carpenters, Dolly Parton, and others, we developed a brand identity that feels like midday sunshine, tastes like a fresh glass of ice-cold sweet tea, and sounds like the distant linger of laughter and music.