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A mixed-use development in historic Jackson Ward, The Penny combines 166 luxury apartments with an exclusive amenities package (including a quaint courtyard pool, fitness center, structured parking, and an on-site restaurant). The most notable figure in Jackson Ward’s history is Maggie Walker, founder of The St. Luke Penny Savings Bank – the first Black-owned and first female-owned bank in America. Our branding of the property – The Penny at Jackson Ward – is an homage to her bank.


Richmond is steeped in history, and our goal for SNP was to help The Penny embrace Jackson Ward’s. From our naming convention to our slogan on the website – Modern Living in the Heart of History – we took our cues from the thousands who historically called Jackson Ward home. Names for the floor plan collections reflected the legends of jazz who performed in Jackson Ward, and our logo, color and design choices were reflections of America’s Jazz Age.

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