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.