Town Square

Town Square operates in a strata management category dominated by visual sameness and legacy design thinking, where complexity is often mistaken for credibility. While Town Square’s SaaS platform delivers clarity, transparency, and modular functionality, its brand presence did not yet reflect this advantage, creating a disconnect between product experience and perception. As a growing startup, the challenge was not reinvention but evolution: establishing a distinctive, modern brand system that could scale with the platform while remaining practical, coherent, and professional.

Legion developed a modular visual language that mirrors the architecture of Town Square’s SaaS platform, using interconnected components to reflect system integration, flexibility, and clarity. The design system was intentionally built as a toolkit rather than a fixed identity, enabling the internal team to extend the brand confidently as features, modules, and communications evolve. This was brought to life through a foundational website that translated the system into a clean, contemporary digital experience, deliberately distancing Town Square from the dated conventions of the category while reinforcing trust and usability.

Town Square now has a distinctive, future-facing brand system that aligns with its product promise and sets it apart in a cluttered, visually stagnant market. The modular design language provides both immediate differentiation and long-term scalability, allowing the brand to grow without losing coherence. The outcome demonstrates how a focused brand evolution can equip a SaaS startup with enterprise-grade clarity, flexibility, and credibility from an early stage.