Brio Apartments
(Design & Concept. Identity. Advertising. Social Media. Copywriting. Promotions. Website.)
This condo project, in Washington, D.C., started it's build out and initial marketing just at the beginning of the downturn in the real estate market. This negatively effected it's anticipated opening and with poor sales, put the project on hiatus. As new management came in to convert it to apartments, the challenge became how do you build excitement around a once failed project and set it apart from the several other new competitive developments in the immediate vicinity.
After comparison research of the competition and the potential demographic, we determined that a potentially strong solution could focus on renaming the project, then create and promote a unique lifestyle which would only be accessible by living in this one-of-a-kind apartment community. By adopting the influence of the international culture in Washington D.C., we renamed the project “Brio” (meaning vigor or vivacity of style or performance. [italian origin]), and focused on the vibrancy of a cultural city, with all the easy access to exciting local experiences (restaurants/nightlife/shopping). Along with the benefits of a rental lifestyle (i.e. no commitments and care-free experiences), the name promised a life infused with passion, and a goal to convey how the property could deliver on that promise.
fig.1 - Identity option (Credit: New name developed by Ed Bondi.)
fig.2 - Ad campaign promoting a vibrant lifestyle and amenities.
fig.3 - Twitter was one of the key tools to promoting social activities in and around the area.
fig.4 - Promotional wine bottles were to be used as gifts to new residents, and t-shirts were simple marketing tools for sales agents to wear and promote.
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