Creating a focus on an urban oasis that's between two neighborhoods.
- Brand Development
- Website Development
- Social Media Strategy
- Collateral Design
When it comes to creating a great brand, finding the perfect name is only the beginning. The Bixby may sound like a vintage bicycle, artisanal chocolate bar or a smartphone assistant, but in Washington, DC, it’s the name of a 195-unit, mixed-income apartment community developed by Forest City and Urban Atlantic in partnership with DHCA.
After meeting with the team at Forest City and Urban Atlantic, it became clear that we had to create something completely unique to the market in order to stand apart from the many competing apartment brands that surround The Bixby. On one side, there’s the Navy Yard neighborhood, known for its ultra-luxury apartments that offer unmatched access to dining and entertainment. On the other side, there’s Barracks Row in Capitol Hill, where a historic shopping and dining district sets the tone for a more established scene. The architecture of The Bixby was thoughtfully designed to fit within the surrounding area by replicating the row home feel of Capitol Hill; but, with over 30% of the units boasting outdoor terraces as well as three separate courtyards and a rooftop deck, The Bixby has a unique feel.
To communicate the idea of an urban oasis that gives you the comfort and relaxation of a luxury resort while being central to some of DC’s most exciting neighborhoods, we enlisted the help of Miami-based artist David Bercovicz to create hand-drawn custom illustrations that highlight the best things in DC with a travel poster aesthetic. Each poster features iconic imagery from nearby neighborhoods and spaces within The Bixby, illustrated in a unique style and overlayed by bold typography.
We combined those elements with a social media strategy that drives engagement like a grand prix racer and called it “The Bixby World Tour”. Released as a series of posters, this aptly named engagement campaign invited prospects to explore their new neighborhood.
We then rolled out a custom responsive website that delivers a seamless brand experience along with area photography and an online leasing platform. Optimized for SEO and usability, The Bixby website was one of the first projects to undergo our new process that leads to tighter integration between blog content and primary site content.
Through the creativity and hard work of the entire team, The Bixby is one of the most distinctive brands in the DC market. This directly led to gaining 1,340 Facebook likes before the building even opened, with an above average user viewing three – five pages per session and a form- submission rate of over 5%.
MTC is excited to continue working on new and dynamic brands, like The Bixby, that defy expectations and help our clients meet and exceed their goals.