Brand Elevation
Grace Hill
A Modernized Brand Identity for a Multifamily Training Leader
Client: Grace Hill
Services: Branding, UI/UX Design
Background
Grace Hill, a leader in multifamily training solutions, needed a refreshed brand identity that could seamlessly unify its diverse range of products and business solutions. I was tasked with modernizing the brand from the product up, creating a cohesive identity system that reinforced Grace Hill’s position as an industry innovator.
Design Conceptualization
I developed a comprehensive brand identity and graphics system that balanced consistency and flexibility across Grace Hill’s offerings. The brand identity was based on the concept of the performance loop, an internal tool used to measure a person’s performance across the Grace Hill product landscape. This included a modernized logo and visual identity. I created a structured system to unify multiple products under one brand and a refreshed color palette, typography, and design elements to enhance brand recognition.
Results & Impact
The new identity elevated Grace Hill’s presence in the multifamily training space, providing a clear, professional, and future-ready look that aligns with its innovative solutions. The cohesive design system improved brand clarity, strengthened product differentiation, and set a strong foundation for continued growth.
Working with Grace Hill allowed me to contribute across nearly every aspect of the business—from shaping the brand identity and vision that included five products to designing their learning management platform. I also led the visual design and creative direction for their courseware and supported the development of event materials, ensuring a consistent and compelling brand presence across both digital and in-person experiences.
Unlocking the Performance Loop was a strategic framework I co-developed with Grace Hill’s CMO, Adam Kaufman. It served as the foundation for aligning the brand, marketing, and product vision, while also providing the sales team with a clear, structured narrative and positioning toolkit for engaging new business. The framework not only shaped internal alignment and external messaging—it also inspired the design of the company’s logo, visually reinforcing the brand’s core promise.
The website redesign was guided by a need to align legacy philosophies with a new brand vision and expanding product offerings. During the course of the engagement, Grace Hill acquired three companies to round out their solution suite—positioning the brand as a comprehensive, one-stop shop for their customers. Below are examples of the solutions section of the website for talent management and introducing the Performance Loop as a way to manage talent and maintain compliance.
Risk management was a major concern in the industry, so a key goal of the website was to communicate how Grace Hill’s new approach helped foster a culture of compliance—and how that culture directly impacted a company’s financial health.
Grace Hill’s platform is built around six integrated products, each designed to address a specific aspect of property management performance—from learning and policy management to surveys, mystery shopping, and reputation management. While each product delivers value on its own, together they form a powerful ecosystem that helps companies train teams, ensure compliance, gather actionable feedback, and elevate resident experiences. The website and brand narrative were crafted to clearly articulate how these solutions connect, reinforcing Grace Hill’s position as the go-to partner for operational excellence in the industry.
The brand identity is a cohesive and flexible design system applied across presentations, social media, and promotional materials—ensuring a consistent, professional presence at every touchpoint and reinforcing brand recognition across all channels.
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