A Branding Story: 500 Harbour Island

Brand Building|infinitee|Multifamily|Real Estate Marketing|
500 Harbour Island Branding

Our longstanding client, Gables Residential, brought us a unique opportunity in 2016—brand and market a new residential development on the very last piece of available real estate on Harbour Island in Tampa, Florida. Wow.

For those of you unfamiliar with Harbour Island, it has its very own zip code (33602) acting as a sub-district within Downtown Tampa. The island mostly consists of private residential areas including a yacht club. Sitting just across the bridge from major Tampa attractions like the Straz Performing Arts Center and Amalie Arena, Harbour Island is known for luxury with waterfront dining, cultural events and festivals, upscale shopping and an atmosphere filled with energy.

Our challenge—Brand the newest (and last) luxury apartment development that embodies what it means to live on Harbour Island surrounded by ocean views and steps away from Tampa’s downtown revival.

Our solution—We created an upscale brand identity with additional branding recommendations including design and execution of onsite signage, wayfinding and pre-leasing materials. This omni-channel program consisted of digital, print and social media, as well as public relations designed to reach this highly targeted audience.

Color Palette & Mood Board

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Selected colors and imagery embody the upscale details of a modern and luxurious residential development, while emulating oceanic tones tying in the serene surroundings.

Property Name, Logo & Positioning

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A number of distinction. When your location is as prestigious as your development, self-branding is like a self-titled album and the solution that simply makes sense. Located at 500 Knights Run, we branded the community after its address: 500 Harbour Island.

To bring it home, we created a positioning line with a bit of a double entendre playing on the upscale development and vivacious lifestyle, coupled with its island surroundings giving birth to Urban Living. Island Time.


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An image-intensive, responsive website was key to capturing prospective residents online and to serve as an information source for media outlets curious about the newest development breaking ground on the last piece of precious real estate. Explore the website on your own at 500harbourisland.com.

Leasing Brochure

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Building from the tagline, “Urban Living. Island Time.”, a unique property brochure was created. Having essentially two front covers, one half of the square brochure showcases the proximity of downtown Tampa and the energy and convenience of having great dining and shopping options just steps away, while the other half focuses on the serenity and tranquility of 500HI’s spa-like amenities and its distinct island address.

On-Site Signage

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This was a blast. We love opportunities to carry the branding through every piece, part and component of a project. From digital to onsite, it’s truly rewarding to see our initial efforts in the color palette and mood board become a reality in real life.

Social Media

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To capitalize on consumer search and participate in the chatter, we developed and managed all of 500 Harbour Island’s social media presence including Facebook, Instagram, Twitter, Google+, Pinterest and others. Utilizing social listening tools, we conduct outreach on a daily basis tracking chatter and engaging in one-to-one communication to keep the dialogue going. In addition, we launched an intensive paid media campaign on Facebook and Instagram to get in front of highly targeted audiences.

Within the first 5 months of management, we acquired over 700 followers and garnered nearly 185,000 impressions.


500 Harbour Island is certainly a feather we wear proudly in our infinitee cap and we’re so glad we were able to share its branding story with you!
If you’re interested in learning more, contact Kelly Nation at kelly@infinitee.com or see more of our work here: www.infinitee.com/#thework




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