Work

Kestra

Soaring to
New Heights.

Going from empty land to a full-fledged brand to establish a new level of modern multifamily sophistication in an area desired by tech-focused, creative professionals.

Kestra

The Challenge

The Challenge

Looking to launch a new multifamily offering, Epoch Residential reached out to Bigeye to develop a brand that would establish a rich and welcoming narrative for their newest apartment homes. As an experienced multifamily marketing agency, we crafted an inspiring brand built on personal growth and freedom for this beautiful, tree-lined property.

Kestra

Our Strategy

Our Strategy

To create the foundation for an authentic and meaningful brand, our apartment marketing team conducted research into the history of the area and the new community’s scenic setting. In a nod to the American Kestrel, a small falcon often seen soaring overhead, we landed on the perfect name: Kestra. With that decision made, we were ready to dive into crafting a brand that would resonate with the target audience and have a connection to the community’s location. The result was a fresh, bright, energetic aesthetic that made its way into every creative element.

Services Used

Audience

Audience

Audience Analysis
Market Intelligence

Branding

Branding

Strategy & Positioning
Persona Building
Naming & Architecture
Identity Messaging
Implementation

Creative & Production

Creative & Production

Campaign Creation & Development
Adaptable Creative
Copywriting
Motion Graphics

Media & Analytics

Media & Analytics

Search Engine Optimization (SEO)

Recognition

Campaign Core

Turn over a new leaf at homes of uncompromising quality.

Reaching Our Audiences

Through in-depth research, our multifamily advertising team discovered what professionals working in the vicinity of world-famous theme parks are interested in: an apartment community that is an oasis amid the area’s hustle and bustle. We defined the secondary audience as people new to the area who are looking to get acclimated before investing in a home.

Local Professionals

Local Professionals

Located adjacent to the area’s theme parks, this community is a great option for people working in the parks or at the resorts, restaurants, or other businesses that surround them. Tucked away in nature, this contemporary complex provides the tranquil getaway that hard-working adults are looking for. To appeal to this audience, we emphasized serenity and high-end resort-style amenities in the messaging.

Area Newcomers

Area Newcomers

These consumers want to get a feel for the area before fully committing to it. The perfect stepping stone for an individual or family looking to elevate their standard of living, the property positions residents to sample all that this highly regarded ZIP code has to offer. The chic, modern feel of the brand was designed to catch the eye of this upwardly mobile audience.

Build Out

How we did it.

Build Out

As a skilled multifamily marketing agency, we determined that nature and flight were the two defining themes of our apartment marketing ideas. Building on those concepts, our design team developed an appealing and memorable visual identity that also included elements of the peaceful, tree-lined environment in the graphics, photos, and brand message.

Naming:

Researching the area’s history, our team discovered that it was once home to a bed and breakfast that had been in the process of becoming a certified bird sanctuary and nature preserve. This led us to the American Kestrel, a native bird admired for its grace and beauty. From “Kestrel” it was a short trip to “Kestra” – a unique and memorable name made even more so by its backstory.

Branding:

Our multifamily marketing agency team used the name Kestra as a springboard into logos, iconography, textures, voice, print, and graphic elements. We crafted a bright and inviting brand identity system for Kestra that also includes greenery to salute the developer’s inspired decision to preserve as much of the property’s natural canopy as possible.

Website:

In crafting the Kestra website, our team leveraged the brand’s beautiful color palette to provide a warm welcome to online visitors. We then created a sense of serenity and sophistication that mimicks the property’s setting through the use of smooth movement, flowing typography, and confident messaging.

Print Collateral:

We designed a full stationery package for Kestra along with an interactive brochure that leverages a two-tier gate-fold to draw readers in. To enhance the sense of elegance, we used a soft, fabric-like paper for the brochure. Each deliverable for Kestra is a natural extension of the core brand.

Color Palette:

Results

Kestra was awarded “Top Apartment Project of 2018” in the Orlando Business Journal and won both a district and local ADDY for website development. Extremely pleased with their returns on this project, Epoch Residential continues to seek our apartment marketing assistance with new ones. And we are excited to continue creating engaging brands for their communities as a multifamily marketing agency.

More Work

Check out some of the other projects we’ve worked on here at Bigeye.