Create an authentic brand for an apartment building that blends adaptive reuse with entirely modern construction in Shaw, one of DC’s hippest and most historic neighborhoods. Develop a compelling and distinctive narrative that stands out in a highly competitive apartment market.SOLUTION
Utilize local influencers and their stories to showcase how life comes together in an effortless, connected, and unexpected way in Shaw and at The Lurgan. Create a modern, sophisticated brand with a touch of city. Mix candid imagery in the building and around the neighborhood with line art graphics to tell “The Life Collective” story on all digital platforms, social, signage, and through print materials. Carry the brand into the leasing office to ensure a consistent brand experience.RESULTS
The Lurgan exceeded its leasing goals and was 95 percent occupied in less than a year.