A brand reinvention to clarify a developer’s core mission

Roundhouse A brand reinvention to clarify a developer’s core mission

The Brief

When we first met Los Angeles-based development company Roundhouse, the team operated under two different monikers: LocalConstruct and LC Communities, one serving as the development arm and the other functioning as the resident-facing management company. Fractured between two different websites and a diluted brand experience, they looked to Funkhaus to reposition themselves as a design-minded operator that creates community, unifying both businesses in a holistic presentation.

Our Role

Strategy, Naming, Identity, Digital


Brand Strategy & Naming

Bringing two companies together into one

We started our naming process with a discovery and strategy phase where we mapped audiences and interviewed internal and external stakeholders to determine the communication strategy of the newly envisioned brand. The name needed to communicate both facets of the brand—the developer and resident angle. Tapping into the togetherness that comes from community, Roundhouse swiftly became the name for the new brand.

Brand Identity & Web Design

A website that’s more than real estate development  

With a new name and a consolidated brand story, we explored a visual identity and website aesthetic that was both elevated and simple. With a focus on storytelling and project imagery, the website enables users to engage with the stunning projects under the Roundhouse umbrella through a beautiful web interface that combines the two use pathways—that of developers and residents—into one.

Sub-Brand Development

Partnering Across the Portfolio

Roundhouse group tasked us with crafting brands for upcoming developments that require the same level of care in their story as the ownership brand. We named and branded a property in Boise, Idaho - The Clara - positioned to lease for community-minded tenants who value design, and we branded a Northeast LA property - The Perch - as it ramped up for a sales release to the market.

"Our company was going through a very important strategic pivot that required a creative partner to help guide us through that process. Funkhaus was a true collaborator, charting a course through renaming, branding, and launching a website that emphasizes our core mission and values."

Katie Vila, COO