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A Name Rooted in History and Progress
The naming of Luella was an opportunity to create more than just a brand—it was about weaving a deeper historical and cultural connection into the fabric of Sacramento. Inspired by Luella Johnston, the first woman elected to Sacramento’s City Council in 1912, the name pays tribute to a trailblazer in civic leadership and women’s rights. As a fierce advocate for municipal reform, public spaces, and voter engagement, Johnston’s contributions to Sacramento are foundational, and this residential project was envisioned as a reflection of that legacy.
The name Luella balances historic reverence with a sense of modernity. It’s warm, inviting, and has a personal quality that connects with residents on a human level. While the name is rooted in history, it doesn’t feel stuck in the past—it carries a contemporary elegance that aligns with the sleek, urban lifestyle the building offers. This was a strategic move to create a residential experience that blends the richness of Sacramento’s past with the vibrancy of its future.
Luella is more than just an apartment building; it’s a cultural landmark in the making. Located in Sacramento’s Historic R Street District, the project embraces the neighborhood’s artistic and industrial heritage while making a bold visual statement of its own. A key component of this identity is the mural by Franceska Gamez, a renowned local artist. Spanning the south side of the building, the artwork is a tribute to the women’s suffrage movement, drawing from the aesthetics and symbolism of the era. The mural is visible from the adjacent light rail station and serves as a daily reminder of the strength and progress that shaped Sacramento.
The branding and design direction for Luella were deeply inspired by this intersection of history and creativity. From signage and wayfinding to digital experiences and marketing collateral, every touchpoint was carefully crafted to reflect the themes of empowerment, inclusivity, and forward motion. The leasing strategy also embraced this narrative, positioning Luella as a place where residents can be part of something greater—a living space that honors progress while offering an exceptional modern lifestyle.
With a Walk Score of 94 and a Bike Score of 99, Luella was designed to integrate seamlessly with the rhythm of city life. The light rail station adjacent to the building provides effortless transit access, making it an ideal home for professionals, creatives, and urban explorers who prioritize connectivity. Residents are just steps from Sacramento’s vibrant “restaurant row” on R Street, boutique shopping, and four city parks, creating an ideal balance between city convenience and green space.
Inside, the apartment interiors reflect a high level of detail and craftsmanship. Designer elements like Spitfire ceiling fans, Kohler hardware, and Thatch-shaded LVT floors elevate the living experience, while custom kitchens with Lanze cabinets and quartz countertops provide a modern yet timeless aesthetic. The community also features amenities such as secure bike storage, package receiving, and a central courtyard designed for gathering and relaxation. These elements reinforce the building’s positioning as a thoughtfully designed urban sanctuary that merges beauty with functionality.
Luella is a statement about the power of honoring history while shaping the future. It’s a building that doesn’t just provide housing—it tells a story. By incorporating elements of Sacramento’s civic legacy, women’s rights movement, and artistic culture, Luella stands as a modern tribute to the city’s past and its ongoing evolution. The branding work for Luella was about creating a space that resonates with residents and the broader community alike, reinforcing that home is more than four walls—it’s a reflection of the place and the people who shaped it.
With lease-up now underway, Luella is set to become a cornerstone of the R Street Historic District, offering residents a home that is as rich in meaning as it is in comfort and style
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
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