A black and white sketch of a modern living room and kitchen area. The living room has two black chairs, a white sofa, a coffee table with some items on it, and a large framed picture on the wall. The kitchen area has a dining table with three chairs, a hanging light fixture, and a person sitting at the table.

Bold New South

The Challenge

Atlanta’s multifamily scene is crowded with “Southern charm” clichés: magnolia prints and predictable farmhouse nods. The challenge was clear: how do you attract a renter who craves style, story, and edge, not another copy-paste lobby that whispers “y’all come back now”?

The Goal

Make Bold New South the clear alternative with a modern, stylish, and social feel. A brand-forward community renters feel proud to show off, driving faster lease-ups and stronger market distinction.

A collage of various interior design materials, including patterned tiles, wood finishes, marble and stone surfaces, fabric swatches, and a black and white cityscape sketch.

Our Approach

Modern South, Reframed
We swapped rocking chairs for sculptural seating, gingham for geometric. The vibe is unapologetically contemporary, with just enough warmth to nod to its roots.

Design That Plays Off the Market
If the competition was sweet tea, we poured bourbon. Darker finishes, bolder lines, richer textures, all chosen to stand in direct contrast to Atlanta’s softer, traditional stock.

Amenities with Intent
Every space was planned to drive performance. Lounges doubled as social proof. Coworking corners supported the work-from-home crowd. Shared zones weren’t filler, they were strategic leasing tools.

Built-in Marketing Moments
From statement artwork to boutique-style finishes, we seeded “Instagrammable” touchpoints throughout the property. Every corner became a photo op expanding reach beyond the tour to residents’ own feeds.

Decorative pillow with geometric pattern in shades of white, beige, and rust on a brown armchair.
Modern kitchen with wooden cabinets, white backsplash tiles, black pendant lights, a blue vase with green foliage, a bowl of oranges on a white countertop, and stainless steel appliances including a microwave and oven.
Living room with a black leather sofa, beige and striped pillows, wooden walls, and a large framed art piece with neon text that reads 'Made with Soul in Atlanta.' Two side tables with white lamps, a round coffee table with black and beige decorative objects, and other seating elements.
Close-up of modern black fabric pendant lights with warm glow in a dark room.

The Results

The design did its job: tours converted, competitors looked dated overnight, and Bold New South claimed a distinctive position in the Atlanta market. Proof that standing out isn’t a risk, it’s the strategy.

Living room with a black leather sofa, an orange fabric sofa, a coffee table, a fireplace, large windows, and modern decor including pillows and a lamp.

You’re community is talking.
Let’s make sure it is telling the right story.