THE CHALLENGE
Criterion Development Partners, a real estate operating company specializing in investment-quality multifamily communities, engaged Marquis to develop a brand identity and marketing program for a new luxury apartment property near Boston. Located directly across from the train station, the property offered residents convenient access to the city while also being close to the parks, recreation areas, and neighborhood shopping that make the area distinctive.
The challenge was to create a brand that would appeal to a broad audience of prospective residents while capturing this combination of urban convenience and neighborhood lifestyle. The positioning needed to convey the energy and movement of city life without losing sight of the appeal of having green space, recreation, and everyday amenities close to home.
INDUSTRY
Real Estate Development
SERVICES
Research & Analysis, Positioning, Brand Messaging, Naming, Logo Design, Visual Identity, Brand Standards, Brand & Corporate Communications, Website Design, Digital Marketing, Sales & Marketing Collateral, Advertising, Signage & Environmental, Photoshoot Art Direction
THE SOLUTION
Following research into the property, its location, and its prospective audience, Marquis worked with the Criterion team to develop the name Velo, inspired by the word “velocity”. The name captures the movement, momentum, and access to the city that residents could enjoy, while providing a distinctive foundation for the property's brand.
We developed a comprehensive brand identity and marketing program, including the logo, core messaging, custom photography, and brand guidelines. The identity was carried through environmental signage and banners, along with a full suite of marketing materials, including brochures, advertisements, direct mail, and community flyers, creating a cohesive brand experience from the first introduction to the property through the leasing process.
