Challenge

Sorella needed to feel related to The Pass, the mixed-use property next door, while establishing a distinct identity in the crowded Charlotte multifamily landscape. The project required a name, positioning, and visual system that tied it to The Pass but also allowed it to stand on its own for those apartment hunting in the city. We collaborated with multiple stakeholders, each with unique goals, to align on a direction that strikes a balance between style, timelessness, and connection to place.

Solution

Sorella’s name, meaning “sister” in Italian, leans into the sibling dynamic with The Pass while suggesting the familial ties of a close-knit community. We developed a vintage-inspired visual identity, selectively carrying over fonts and colors from The Pass to create a connection while ensuring Sorella stood apart with its own confident, timeless vision. This identity was carried across brand collateral, custom signage, and a website designed to welcome future residents into the community and the lifestyle it offers.

Outcome

As of summer 2025, Sorella is pre-leasing and the brand has launched publicly through its website and social media presence, generating early excitement and establishing its place in the NoDa market. Brand collateral and leasing materials have been delivered and produced, positioning Sorella to enter the market with a clear, connected, and memorable identity.