Hillrose Market™
Defining a new urban village
Hillrose Market is a mixed-use neighborhood set to take shape in downtown Roswell. With direct connection to the Historic District and surrounding area trails, the project represents a pivotal growth point within the city’s long-term transformation plans. Beautifully blending local flavor and Southern hospitality, Hillrose is designed to feel rooted in the local community with a central greenspace and tailored mix of recognized retailers, celebrated small-batch brands, and chef-led concepts.
Nimble. is proud to have collaborated with The Atlantic Companies, Westbridge, The City of Roswell and its wonderful roster of A&D partners to bring naming, verbal, and visual identity to life, in addition to actively supporting Hillrose’s debut through launch-to-market campaign materials and ongoing signage & wayfinding consulting.
Industry
Mixed-Use
Client
The Atlantic Cos.
in collaboration with City of Roswell
Role
Brand Partner
MARKET
Roswell, GA
Positioning for Roswell's Back Porch
We began our process with a deep-dive discovery and extensive user persona modeling, uncovering key insights into the local community and target audiences to inform unique brand positioning and pragmatic, honest verbal identity. The name Hillrose reflects a descriptive compound namesake, inspired by locational ‘where’ on Hill Street and the wider neighboring Roswell landscape. Designed to convey a warm invitation, the visual identity features a bespoke signature and wax seal rosette symbolizing the development’s namesake. The foundational brand is anchored with a voice that clearly and optimistically grounds Hillrose as an extension of the community, building upon its beloved character. Intentional craft is woven through each brand activation—from a hand illustrated site map animation to custom rosettes stamped throughout the preliminary signage.
Nimble. is proud to continue to serve as active brand partner alongside this mixed-use development in the making. As the vision unfolds, we invite you to explore the charm promise of Hillrose Market.
