Contracted by a third-party property management company, Gables Residential approached us to brand and market a new multi-family development on the very last piece of available real estate on Harbour Island in Tampa, Florida. We were challenged to establish a brand that embodies what it means to live in the prestigious community and execute a highly targeted marketing program designed to reach the right prospective residents.
The property name, 500 HI plays on the community’s exclusive address. Every detail mirrors the color palette of the beautiful Bay and the font treatment compliments the architecture.
Branding went far beyond the name. To promote the new brand, we implemented an omni-channel program consisting of digital, print and social media, as well as public and community relations speaking to that niche audience. We developed an image-intensive website and a unique leasing brochure playing off the tagline “Urban Living. Island Time.” Last but not least, we launched a social media program that generated over 700 new followers and 185,000 impressions in the first 5 months.