Creating the Top Apartment Project
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.
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.
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.
Strategy & Positioning
Naming & Architecture
Media & Analytics
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. Eighty-six percent of this audience are self-identified leisure enthusiasts, so we emphasized serenity and high-end resort-style amenities in the messaging.
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. Our research showed they are more likely to enjoy a challenge than other groups and are firm believers that you should seize every opportunity for growth and self improvement. The chic, modern feel of the brand was designed to catch the eye of this upwardly mobile audience.
How we did it.
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.
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.
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.
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.