CHALLENGE Create a unique identity for a mixed-use project in an underutilized area of DC. The Yards needed a consumer facing story and Twelve12 is the first mixed-use property to come online.

SOLUTION Wake up DC to the potential of an unexpected waterfront. Carefully define the psychographic profile of the target audience and speak to their needs and emotions via multiple layers. Leverage social media engagement.

RESULTS Pacing averaged between 25 to 35 signed leases a month.

  • [from left to right:]
    brand ad
    leasing collateral
    leasing center design
    property signage
    brand ad