Market
Located in Seattle’s burgeoning lakeside neighborhood of Eastlake, the area is renowned for its industrial roots.
Asset Class
This multifamily building had a basic, vanilla brand that needed a refresh to appeal to young, affluent professionals flocking to Seattle’s lakefront.
Client
East Howe Steps was acquired by a family-owned, Portland-based developer and was one of the most premium assets in their acquisition portfolio.
Brand Strategy
Brand positioning
Targeting a rising millennial set who value authenticity over artifice and seek a walkable, metropolitan lifestyle, we grounded the brand strategy in Eastlake’s industrial past, while highlighting its creative community and amenities, and incorporating the site’s existing logo into the brand identity.
Campaign Planning and Measurement
Campaign Modeling // Campaign Plan
From cheeky floor plans that asked audiences to “swipe right,” to a rewards-sweepstakes with Uber Eats, we carefully monitored, analyzed, and measured campaign performance to understand what worked, and what didn’t, and deliver on lease-up rate goals.
Design and Content
Digital advertising // Collateral Design
Leaning into the area’s industrial past while infusing materials with modern design elements, we created brochures, floor plan templates, social contest design and content, signage, and website that appealed to millennial professionals and provided leasing teams with tools to enable sales.
