A national brand for the single-family rental market

The single-family rental (SFR) market is gaining momentum thanks to Millennials waiting longer to purchase their first homes and Baby Boomers looking to downsize. When seasoned developers Good + West proposed launching a multi-project brand for their design-forward SFR vision, we created Perch. The Perch name and brand vocabulary are inspired by the projects’ focus on combining the Instagram-worthy interiors and lifestyle-enhancing amenities of in-town multifamily projects with the space, serenity, and family-friendliness of a suburban community.

Renderings courtesy of JHP Architecture / Urban Design.


  • Naming
  • Branding and Identity
  • Message Architecture
  • Signage and Wayfinding
  • Marketing Collateral and Campaigns

Project Team

  • Content & Context

Creating a sense of place with space

Beginning with the name and positioning language, we defined a brand that conveys Perch’s relaxed lifestyle vibe: casual comfort with an emphasis on indoor-outdoor spaces. The tree symbol, airy typography, and nature-inspired color palette reinforce the sense of serenity established by the name and further the idea that Perch is an ideal place for families, pet owners, and anyone who appreciates exceptional design and easy access to the outdoors.

Gestural illustrations and a distinctive leaf pattern build on the brand’s mix of sophistication and approachability.


Signage ready for multiple sites

For Perch developments advancing in multiple markets in Texas and beyond, we created a modular signage system with the flexibility to consistently present the brand in a variety of site contexts.

Modular monument signs adapt to the site lines, terrain, and code limitations of various locations. Vehicular directionals utilize economical frame structures that host content panels, helping to establish a tidy footprint around and throughout each site. Material colors complement exterior structure finishes.

The foundational brand work we did with Asterisk was instrumental in helping investors see and understand our vision. Perch felt like a realized concept from the beginning. As we build communities, we’re seeing how the demand for this type of housing is multiplied by our investment in design.

Elizabeth Good | Partner, Good + West

Securing investment for expansion

We worked with Good + West to create a pitch book for potential investors and partners. This resource makes the case for the single-family rental market and has helped the developers secure the resources to launch between three and five new projects in each of the next few years.