Crafting a multi-media brand campaign to establish Orlando's newest residential community as the most desirable complex for the city's young urban professionals
BIGEYE was honored to continue an established client relationship with Greystar Real Estate Management to take on their latest project The Sevens, game-changing new apartment residences that are the crown jewel of Orlando’s “North Quarter.” Greystar, and managing developer Pizzuti, were looking for a campaign concept that would stand out from competitors and establish The Sevens as the ultimate address for young and hip urban dwellers. As the building began to take shape, so did the brand identity of The Sevens and the desire of the target market to live in #sevenlybliss.
“When we were deciding who to trust with a project of this scale, the decision was easy. We knew BIGEYE would produce the astounding creative we were looking for and, possibly even more importantly, we know them as a true partner that would stick by our side every step of the way.”
-Michelle Myers, Marketing Associate, Greystar
The renowned Pizzuti Collection, a nonprofit organization presenting temporary exhibitions of contemporary art from the collection of Ron and Ann Pizzuti, served as the creative team’s inspiration for the campaign. Utilizing bright colors and unique typography, the brand speaks loud and clear to the target market of The Sevens: socially active, trend-forward professionals in their mid-20s to mid-30s.
Enjoys: Wine tasting with friends, paddle boarding, journaling, trips to the Keys
Favorite Brands: Michael Kors, Sephora, Lululemon, Starbucks, Home Goods, Whole Foods
Enjoys: Visiting farmer’s markets, museums, movies, biking, working out together
Favorite Brands: Costco, Amazon, JCrew, Google, Netflix, Chipotle
Enjoys: Being outdoors, traveling, dining out with friends, concerts/shows
Favorite Brands: W Hotels, Amazon, NPR, CB2, Target, Uber
Enjoys: Craft beers with friends, the gym, walking his dog, traveling to New York
Favorite Brands: Fast Company, Jack Spade, Esquire, Apple
The creative, strategy, and account teams at BIGEYE worked alongside The Sevens’ architects, contractors, landscapers, interior designers, and even the developer himself through every step of the project. This collaboration, though not typical for a residential project like The Sevens, was vital to the development of a brand that was truly cohesive across the many marketing elements. It had to be flexible and adaptable enough to be used both in traditional media like brochures and stationery, and non-traditional adaptations such as a food truck wrap and retail fence mesh.
It was important for The Sevens to not only create a buzz around town leading up to their opening, but to launch an impressive website that would reflect the sophistication and vibrancy of the community, and ultimately lead visitors to apply for a lease.
BIGEYE’s design and development team focused on sleek simplicity with a grayscale foundation and pops of color when building out the website. Custom photography captured the true essence of the North Quarter and solidified the design direction for The Sevens campaign. Innovative web animations on each page add an unexpected touch to capture the visitor’s attention.
The end result of the project is an eye-catching array of creative elements that stands out among the many North Quarter competitors and portrays the ideals of luxury and excellence that resonate with the areas young urban professionals. The Sevens has definitely elevated luxury living in Orlando.