Creating dynamic lifestyle brand in DC.
- Brand Development
- Website Development
- Social Media Strategy
- Collateral Design
- Event Strategy
When Jair Lynch approached us to brand their upcoming apartment community in DC’s Atlas District (a.k.a. H Street), we were intrigued because the neighborhood is full of personality and vibrancy. When they shared their vision and explained the details of the project to us, we got excited. This new building was inspired by local attitudes and businesses with the goal of capturing and promoting the neighborhood’s personality.
What name could possibly capture the depth and variety of experiences available to residents in such a diverse and vibrant neighborhood?
A collection of experiences, materials, textures, people, ideas. It was what the whole project is about. The name was the perfect launching point to create an apartment brand that was more than just a place to live.
We launched the brand with a microsite featuring custom lifestyle photography by April Greer, using local models in real situations all over H Street. Through this site, we were able to create a narrative of life at Anthology.
The look of Anthology, with hand-drawn lettering and a casual, unpretentious tone, reflects the independent and individualistic culture of H Street.
We made an effort to be part of the neighborhood, from arts to music to food to all the little things that may go unnoticed but make the overall experience what it is.
A robust engagement plan brought Anthology to life at street level, perfectly encapsulated by the wheat-paste, concert-style posters that hung on the plywood walls on the building scaffolding. Our team worked to introduce the building on a human, one-to-one basis, from having a presence at the H Street Festival to engineering an event series called “Revel”, which hopped around weekly from venue to venue on H Street.
We also organized the creation of an album featuring entirely local DC artists to launch the brand.
To say that all the hard work of creating this brand was worth it would be an understatement. With all of the buzz generated by the brand and over 300 attendees to our Revel Event Series, the building stabilized (95% leased) three months ahead of schedule, with the website converting at two times the industry standard. Again, the great work was recognized by the advertising and design community at the ADDY Awards with wins for Best Integrated Brand, Out-of-Home Campaign and Brochure.