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Westgate Management

Building design systems for a team that builds community

Westgate Management Company, Inc. is a property management firm focused on providing safe, affordable, and welcoming housing. Their team works across sectors—serving apartment applicants, government agencies, and development partners—so they needed a design system that could keep up.

Stoneroller was brought in to design a new logo, develop a Squarespace website, and create print and digital tools the team could use themselves.

Designing for a Range of Voices and Needs

We worked closely with Westgate’s leadership to understand how the business communicated—not just externally, but internally across roles and responsibilities. The challenge was to design a site and system that could speak to multiple audiences without confusion or clutter.

We built a clean, responsive Squarespace website that helps applicants find what they need, while also serving as a point of contact for partners and public agencies. It’s simple, direct, and easy to update—by design.

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Creating an Identity That Holds the Story

Westgate’s identity needed to reflect both trust and adaptability. Through several rounds of collaboration, we developed a logo family that could work across letterhead, signage, reports, and digital channels. The final mark is strong, clear, and grounded—just like their work.

We also created a style guide and embedded it in the internal team site, making it easy for staff to access logo files, font guides, and color specs without needing to track down a designer. The system supports consistency without adding friction.

This project didn’t need flourish. It needed functionality—and a quiet kind of pride. We’re glad to have helped build it.

Stoneroller Cooperative
Based in Maplewood, NJ.
Serving clients nationwide and beyond.

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Focus AreasDesigning for Growth
Building Brand Systems
Centering Community
Strategy in Action

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Westgate Management

Building design systems for a team that builds community

Designing for a Range of Voices and Needs

Creating an Identity That Holds the Story

This project didn’t need flourish. It needed functionality—and a quiet kind of pride. We’re glad to have helped build it.