Vision Hospitality Group embarked on their first residential development project with 10 North, positioned as Chattanooga's premier apartment community on the vibrant North Shore. With incredible views and strategic access to the area's most popular attractions, the development required a brand identity that would communicate its premium positioning while reflecting the hospitality industry expertise that Vision brings to residential living. Whiteboard collaborated closely with Vision's leadership team, including Mitch Patel, Drew Hibbard, Ashley Ewing, and Thomas Connolly, to develop a comprehensive identity system for this flagship residential project. The challenge was translating Vision's deep hospitality experience into a residential context that would attract discerning renters seeking more than just an apartment - they wanted a lifestyle destination. The resulting brand identity successfully positioned 10 North as the premier residential choice in the city, combining sophisticated design with the service excellence that defines Vision's approach across all their ventures.