The JH Snyder Company bought The Marina City Club, a run-down but very visible Marina del Rey landmark, with the intent of revitalizing it and selling the units as long-term subleases.
The developer was prepared to put some $30 million into the $200-million property to re-do each of the 600 apartments, as well as the on-site health and dining club, retail operations, and all the common areas. But negative press and sluggish traffic had plagued the project for months when we were asked to become involved.
Our first task was to increase traffic through advertising. Our second was to create some visual excitement about the property, to let people know that these were no longer the same tired old towers they had been driving by for years without noticing.
After a thorough analysis of the problem through our Visual Marketing Study, we developed a new symbol and logotype, >>