MyNiche

Information Architecture

Interface Design

Development

CRM Integration

Support

MyNiche was created as the younger, bolder sibling of Lat Purser, built to develop apartments with personality in walkable Southern neighborhoods. They came to Social Design House looking for a brand that felt nothing like a corporate parent and everything like a fresh point of view.

Six colorful business cards on a light green background, featuring 'MyNiche' branding and contact information for Kayla Dugger.

Challenge

When MyNiche was first taking shape, they needed a full brand identity that would set them apart from Lat Purser while still feeling credible in the world of multifamily development. The new brand had to feel fun, confident, and human, with room to stretch as new properties came online. They needed more than a logo. They needed a personality, a visual language, and a system that could scale across signage, swag, resident touchpoints, and a website that spoke directly to renters who wanted something different from the typical apartment experience.

Solution

We built MyNiche from the ground up, starting with a flexible visual identity rooted in warmth, humor, and neighborhood energy. The logo system, custom illustrations, and color palette gave the brand a voice that stood apart from the usual neutral-toned apartment world. From stationery to mugs to branded collateral, every touchpoint reinforced the idea that MyNiche was building apartments with soul, not just square footage.

That foundation turned into a long-term partnership. As MyNiche expanded, we helped brand multiple properties under their umbrella, each with its own personality but tied back to the original system. The website brought it all together, showcasing their growing portfolio and proving that better design leads to better places to live.

Headquarters
Charlotte, NC
Founded
2007
Organization Type
Multi-family Real Estate
Website
www.mynicheapartments.com
A new kind of apartment brand, built with soul instead of sameness.
Rubber stamp with a wooden handle and its red imprint showing a three-story apartment building surrounded by smaller buildings, trees, and text reading 'My Niche Apartments EST. 2007'.
Silver key attached to a blue keychain that says 'MYNICHE APTS. Here I am!' with a clock and key logo.
White tote bag with a minimalist line drawing of a living room featuring a sofa, plants, a shelf, and a floor lamp, with the word 'Homebody.' below.
White coffee mug with red text 'HONEY, I'M HOME!' and a line drawing of a house, filled with black coffee, on a light teal block and background.
Rubber stamp with a wooden handle and its red imprint showing a three-story apartment building surrounded by smaller buildings, trees, and text reading 'My Niche Apartments EST. 2007'.
Silver key attached to a blue keychain that says 'MYNICHE APTS. Here I am!' with a clock and key logo.
Logo with the words 'My Niche' in bold black text on a green background, featuring a small icon of a two-story house with trees inside a white circle.
Logo with text 'My Niche' and an outlined bicycle inside a peach circle on a light peach background.
Logo with text My Niche and a green circle containing SAV, with the slogan Innovative, Boutique Apartments in Unique Hoods below.
My Niche CLT logo with stylized city skyline outline in background on mustard yellow.
Logo with the text 'My Niche' in bold black letters on an orange background, featuring a key icon inside a white circle.
Logo with the text 'My Niche' and an icon of a cozy armchair, a side table with a lamp, a plant, and a framed picture above, on a light blue background.
Flat lay of MyNiche branded welcome kit including a folder with brochures, letter, business card, keys with keychain, mug, t-shirt, stickers, and welcome cards on a light blue background.
Designed to flex,
built to scale.

Our Services

Blueprint illustration of a building with measuring compass and pencil, representing development and investments.
Minimalist black line drawing of a city skyline above text about property management and leasing, with a peach-colored learn more button below.
Line illustration of a bar chart, megaphone, globe with magnifying glass, and a strategic path with circles and crosses.
Line icons representing branding including letter 'a', document with pen tool, color palette, and envelope above text about apartment management branding.
Modern four-story apartment building with lit windows at dusk and a decorative interior side table with plants and a round sculpture.

We Create Apartments with Soul

At MyNiche, we build and manage well-crafted apartment communities in the Southeast.

Smartphone displaying MyNiche's website on a page titled 'Our Approach'
Computer screen displaying MyNiche's website with a headline stating a 2007 dream to create a cool place for people to live.
Stylish living room with tufted sofa, leather armchairs, wooden table, and large windows with dark curtains.
Evening view of The Anderson, a modern multi-story apartment building with lit windows and a green traffic light.
Exterior view of Riverside Flats, a red brick apartment complex in Belmont, North Carolina, with cars parked and people walking nearby.
Apartment complex with a central outdoor swimming pool, lounge chairs, umbrellas, and a three-story building in the background.
Evening view of The Anderson luxury apartment building at Canalside with lights on and street visible.
Evening view of a modern, multi-story apartment building named Anker Haus with lights glowing from windows along a street corner.
Stylish living room with tufted sofa, leather armchairs, wooden table, and large windows with dark curtains.

Next Project

The Pass

Naming, Brand Strategy, Identity Design, Copywriting, Interface Design, Development

Let’s build something amazing. Together.
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Chelsea Pagliuca
Amanda Mangiarelli
Taylor Foxx
Ben Visser
Jesse Shoffstall
Adam Phillips