Riella is a mission-led brand for a portfolio of affordable multifamily communities. More than a property portfolio, Riella represents a new standard in affordable housing throughout Knoxville, TN, offering residents dignity, pride, and beautiful design supported by a strong marketing and creative strategy.
While most affordable developments focus only on occupancy, Riella was designed to deliver a lifestyle-driven experience that communicates pride and belonging.
Dominion wanted a brand strategy for affordable housing that positioned Riella as aspirational without excluding its mission.
Affordable housing projects rarely invest in branding or creative strategy. The prevailing assumption is that units will fill regardless of positioning, and as a result most communities default to the bare minimum in design and marketing.
Riella set out to challenge that narrative. The developer’s vision was not to create housing of last resort, but to deliver communities that residents could feel proud of, homes that embodied dignity, stability, and a sense of belonging.
The challenge was to create a portfolio-level brand that could unify multiple attainable housing communities across the Southeast while breaking free from entrenched perceptions that affordable living must be basic or uninspired.
At the same time, the brand needed to remain scalable, allowing for consistency across markets while maintaining the flexibility to resonate locally.
Authentic responded with a mission-driven approach that treated Riella as a movement as much as a brand. The name itself was created to embody uplift, empowerment, and belonging: a word chosen to inspire pride and resonate across multiple properties.
The visual identity and brand messaging were carefully built around the themes of dignity, stability, and upward mobility. Rather than presenting attainable housing as a compromise, Riella was positioned as a choice residents could feel proud of.
The brand lived boldly through creative signage, unexpected residential collateral, a lively community orientated social media campaign, and lifestyle videography and photography.
An advanced and automated email nurture system supported the creative brand strategy throughout the entire leasing process and beyond.
Melody Sorenson, Authentic Creative Director“What made Riella so unique is that the client wanted residents to feel pride and ownership, not that this was their only option. We built a brand that wrapped people in dignity and possibility, showing that affordable housing can feel thoughtful, beautiful, and empowering.”
We created Riella as a portfolio brand designed to redefine attainable housing across the Southeast. Our team developed market positioning and crafted brand messaging that communicated dignity, stability, and belonging.
The identity was intentionally designed to stand apart from traditional affordable housing, elevating the brand into an aspirational choice that families could feel proud to call home.
An Amplify three-page website was launched at Riella.us that transformed Riella from concept to digital brand experience.
Built for clarity and credibility, the site introduced the brand narrative, showcased the first communities in Knoxville and Chattanooga, and created a foundation that can scale as Riella expands to 4,500 families across the Southeast.
For Riella, the focus was on Brand Development and the website launch. While playbooks such as Lead Nurturing, Demand Generation, and Organic Strategy were not deployed, the brand and digital foundation were intentionally designed to allow these strategies to be layered in as the portfolio expands.
Mark Taylor, CEO at Dominion / Riella“Our goal with Riella is to challenge traditional perceptions of attainable housing through thoughtful, inclusive communities that provide stability and inspire growth. With inspired design, resident-focused amenities, and hospitality at the forefront, these homes empower residents to pursue their aspirations and create a positive impact across the Southeast.”
Riella launched with five communities in Knoxville and Chattanooga, providing homes for 600 families and representing an initial $150 million investment. The reception has gone beyond unit absorption.
Riella has been embraced as a new standard for attainable housing, a portfolio brand that proves affordable communities can be both dignified and aspirational. With a clear path to grow across the Southeast, the brand is positioned to expand to 4,500 families over the next five years, representing more than $1 billion in investment.
Whether you’re ready for a rebrand market or entering a highly saturated lease-up market, Authentic helps multifamily developers launch smarter, lease faster, and maximize returns.
Our full-stack approach to brand, marketing, and leasing is designed to drive real outcomes from concept through stabilization.
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