A wave of awareness

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 upgrade each of the 600 apartments, as well as the on-site health and dining club, retail operations, and all the common areas. But sluggish traffic had plagued the project for months when we were asked to become involved.

What we did

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 a brand audit, we developed a new symbol and logotype, playing off the visual equity in the landmark status of the buildings themselves. Then we designed a new system of marketing-oriented signs, colorful banners, a brochure, entry passes, and other materials. We also created a new ad campaign that emphasized the view — the waterfront and mountain surroundings.


The average number of visits to the model complex per week quadrupled. Both residents and local commuters became aware that the property had changed for the better, and the marketing program continued to expand to include the sales office and a series of colorful murals at key garage entrances to the buildings.


8117 West Manchester Ave.
Suite 417
Playa Del Rey
CA 90293-8745



Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from - Youtube
Consent to display content from - Vimeo
Google Maps
Consent to display content from - Google