Creating a luxury, for-sale brand in an emerging but industrial area
Situated along Brighton Boulevard in the heart of Denver's River North Art District, or RiNo, River Row Homes are luxury for-sale homes, aimed at move down buyers, who are looking for a RiNo address but want a high end option. The challenge is the neighborhood is still emerging from its industrial roots, and can feel rough and too transitional for many buyers. While RiNo has become fertile ground for established and emerging arts and artists which creates a strong draw, it is still very industrial and heavily under construction.
Use an art-full approach to attract audiences who appreciate and understand the neighborhood
Understanding it takes a pioneer to seek out these types of emerging opportunities, we worked from a strategy of targeting art fans and creative urbanites who would better understand the neighborhood. We produced a launch party at RedLine, a well know art museum/gallery/studio space with a loyal following to help jump start the creative brand value. The collateral relayed a careful balance of neighborhood, art installations, and product type to help sell the lifestyle. We utilized local artists to help create our thank you gifts.
VENDORS: Studio Enso, MJAD
Property logo – as part of a bigger development called “DriveTrain”
Collateral – neighborhood map
Collateral – Full Brochure
Collateral – Full Brochure inside
Collateral – Floor Plans
Advertising – 5280 Full Page Color Ad
Signage – Fence Banners
Launch Event – gifts. RiNo artists images made into a card set