What do you get when you brand some really nice apartments in the middle of Charlotte, NC, with an offbeat, quirky persona? You get Arlo, of course.

Arlo apartments, developed by the nice people at ArchCo Residential, just launched; and it’s the latest identity to make waves in the real estate industry from the branding factory we all know and love, MTC. ArchCo Residential definitely went out of the normal real estate comfort zone of “luxury” branding, and we couldn’t be happier with the results.

The name Arlo came from the locale, since the property is near the middle of Charlotte – “Arlo” is literally in the middle of “Charlotte”. This obvious/authentic/oddly insightful tone continues throughout the brand, which fits the neighborhood of FreeMoreWest, itself a quirky industrial up-and-coming place to live in Charlotte.

We wanted to create a brand that was fun, casual and very approachable. The tagline “New Charlotte apartments just outside of center” delivers the promise that the brand fulfills. Honest, outlandish and just a bit weird, the Arlo brand will definitely be unique in the luxury apartment landscape.

While the brand is just launching, there’s a full program of social posts and engagement activations planned over the coming year to introduce Arlo and engage the local community. And given the location near two stadiums, the Carolina Panthers’ and Charlotte Knights’, there will be ample outreach opportunities to extend the brand.