Overview
Multifamily Residential Brand in Frisco, TX
Scope
Strategy
Naming
Branding
Copywriting
Brand Collateral
Wayfinding & Signage
Created for those seeking a more refined sense of home, The Wentworth at Lexington Ranch blends timeless character with contemporary comfort in Frisco, Texas.
Brand Attributes
Refined
Grounded
Modern Heritage
Elevated
The name is inspired by the historic Wentworth Hotel and the nearby ranch where "Dallas" was originally filmed. The visual identity pays homage to the property’s heritage, with a custom “W” mark inspired by windswept fields and the site’s ranching roots.
The visual language is completed through a palette of deep greens and warm neutrals, drawn from the surrounding landscape and layered interiors. Rich yet approachable, these tones reinforce a brand experience rooted in comfort, character, and modern refinement.
Behind the Brand Brand Vision: Developed for a new residential community within The Wentworth at Lexington Ranch, the brand was created to stand apart through a more refined and character-driven point of view. Inspired by the heritage of the land and the evolving energy of Frisco, the strategy centered on creating a home that feels elevated yet approachable—where timeless influence meets modern comfort. Identity Expression: To bring that vision to life, the identity pairs a tailored serif wordmark with a custom “W” symbol inspired by windswept fields across the ranchland setting. Rich greens, warm neutrals, and subtle contrast echo the layered interiors, creating a visual language that feels polished, grounded, and distinctly current.