The Hadley

WINNER: Best Overall Marketing Campaign for a Multifamily Community

Marketing Projects
Contact: Multifamily Pillars of the Industry Awards
pillars@nahb.org

The Hadley brand printed on paper
The Hadley magazines
The Hadley iphone mockup
The Hadley brochure
The Hadley brochure
The Hadley magazines and brochures

Location: Atlanta, GA
Awards Applicant: StreetLights Residential
Architect/Developer/General Contractor/Interior Designer/Interior Merchandiser/Marketing Firm/PR/Advertising Firm: StreetLights Residential
Photographer: David Christensen
Web Designer: Brindle
Project Website: thehadleyatlanta.com

Project Statement

The Hadley is a 26-story apartment tower in Midtown Atlanta with 300 residences, averaging 980 square feet. Located between Tech Square and the historic St. Mark United Methodist Church, The Hadley sits in the business and cultural heart of the city.

At The Hadley, effortless elegance meets exceptional standards. The Hadley’s upscale studio, one-, two- and three-bedroom modern residences sit above Midtown’s energy on floors eight to 26. Kitchens contain a built-in bar, dine-in island, and gas range and open to a spacious living room. Spa-grade bathrooms feature rainfall showers and expansive stone countertops.

As residents enter The Hadley from walkable Midtown, the concierge welcomes them into an elegant, double-volume lobby. Bronze portals carry them into a refined hotel-style bar to grab a drink. Upstairs, the eighth-floor pool, surrounded by lush greenery, looks out over a breathtaking view. Inside, one entertaining space flows into the next; a lounge, a catering kitchen, and a dining room.

The property brand uses a gothic “H” letter with oil painted botanicals breaking out of the shape, featuring Georgia peaches, the Georgia state insect and a resident’s key. Duotone images taken from the brand’s colors become backgrounds to the gothic type and flourishes. The “H” from the logo repeats and becomes a brand pattern that sits over images, appearing to be a linen texture. The brand team worked with an artist, Adriana Oxford, to create a custom ink illustration of a figure that sits in the background of layouts.

Print materials have a custom map, which includes elevations of nearby attractions. The brand serves to connect to the sense of place that The Hadley creates and to tell the true benefits of living in a space that is crafted to the last detail.