Forging a Legacy: Introducing The George, a Johnson Development Master-Planned Community Brand Reveal

At Milesbrand, we specialize in turning places into brands with purpose. That’s why we were honored when Johnson Development Corporation, Fort Bend County, one of Texas’ largest developers, partnered with us on a master-planned community branding journey for its newest project: The George. The recent community name reveal marks the beginning of something special – one grounded in legacy, shaped by vision and brought to life with intention.

JDC is known for crafting some of the most successful and beloved communities in Texas. As it celebrates 50 years of community building in 2025, The George stands as a milestone project. Developed in collaboration with The George Foundation and situated on land from the historic George Ranch, this master-planned community honors the legacy of the George family – visionaries who shaped Fort Bend County with generosity and purpose.

The Power of a Name

The process began in 2024, when JDC engaged our team to guide the full branding strategy. Through our signature Brand Charette and Brand Positioning phases, we unearthed a name that reflects both the land’s storied past and its promising future. The George honors the values of Mamie and Albert George, who established The George Foundation in 1945 with a mission to give back to Fort Bend County.

As part of our master-planned community branding approach, we developed a compelling visual identity – complete with logo, brand guidelines and messaging that speaks to both heart and heritage. Our creative team also produced the name reveal video, landing page, onsite community signage, event eblast and a handout presented during the event.

A Celebration Rooted in Meaning

The name reveal event took place on the iconic George Ranch grounds, with more than 100 guests gathered to celebrate. From Realtors and local leaders to builders and George Foundation members, attendees experienced a heartfelt introduction to the new community. Every detail was intentional. Guests received wildflower seed packets as a tribute to Mamie George’s habit of scattering flowers on her walks into town, and before leaving, everyone took home a hand-tied bouquet and a customized leather good stamped with The George’s new logo from The Branding Station.

The response? Immediate and emotional.

“I want to personally thank the entire Milesbrand team for the vision and hard work on our name reveal video! I cannot tell you how many compliments we have received on it since our event,” said Carrie Roehling, Director of Marketing for Johnson Development Corporation. “The George Foundation and ranch employees love it! I get the feels every time I watch it, but I really thought it was because I have been so engrained in this project and have seen it come to fruition. But I had a marketing director from one of our builders that didn’t grow up in the area tell me she got the feels from it at the name reveal event, too. I want to say thank you! I know it was a lot of blood, sweat and tears but it all came together beautifully!”

Anne Claire Pope, Marketing Coordinator for Johnson Development Corporation, echoes Carrie’s sentiments: “I sent the video to my parents this morning, and they’ve both since called to say how moved they were. My mom said she shed a few tears! Carrie and I got a little choked up watching it at the event despite seeing it dozens of times over the last few months. All that to say, thank you so much. It captured the heart and history of The George in such an incredibly poignant way, and we are so grateful for you!”

Watch the story behind The George:

From Strategy to Rollout

With the name now revealed, Milesbrand continues to support Johnson Development Corporation with a robust rollout of branded materials. The team is currently working on a custom email and new billboard campaign, and future marketing efforts include a full website and brochure – all part of a cohesive master-planned community branding strategy designed to drive awareness and connection.

A Community with Purpose

The George spans 1,500 acres at the intersection of FM 2977 and Koeblen Road. With easy access to top-rated Lamar CISD schools, retail, dining and major employers, it’s designed to offer convenience without compromising character. Tree-lined parks, miles of trails and expansive green spaces will serve as natural gathering places where residents can grow and thrive together.

What makes The George truly unique is its foundation. This will not be just a new place to live – it will become a living tribute to those who came before. It’s a bold continuation of a legacy built on service, vision and stewardship. A place where people can invent and inspire, teach and learn, give and grow.

Master-Planned Community Branding Expertise

At Milesbrand, we’re proud to play a role in that story. From concept to creation, The George represents the best of what master-planned community branding can accomplish: clarity of purpose, connection to place and a vision strong enough to shape the future.

To begin the process of naming and branding your master-planned community, contact the Milesbrand team today.