Project Description
Nestled in lower Manhattan, Brookdale Battery Park City was in need of a brand refresh that reflected their status as a marquee community in Brookdale’s product portfolio. The update needed to reflect the community’s sophisticated presence and allowed them to stand out in a competitive upscale market. We began by sampling our target audience to understand their current perception of Brookdale and the Battery Park City community relative to other options in Manhattan. Armed with consumer insight data, we focused on large scale, elevated photography that showcased the beautiful real estate within the community, coupled with the metropolitan lifestyle of surrounding lower Manhattan. I personally oversaw all copywriting, focusing on bold statements that would both resonate with our audience and stay with them, like a favorite lyric or line of poetry. Visually, we added sophistication that matched the community with a darker navy blue tone inspired by our primary color palate, silver foil stamped accents and a custom serif font that elevates the communication. The result of the revitalized branding package was an increase in digital, print and in-person lead volume and community visits completed.