Berkeley Investments

FP3 Branding & Marketing Campaign

Branding/Corporate Identity, Print Collateral, Advertising, Online Communications/Website, Environmental Graphics/Signage

Challenge: A high-design complex by a prominent local architect with three world-class dining establishments should be an easy sell—but the neighborhood was in transition. With few residential buildings in sight, it just wasn't a location people thought about calling home. We literally needed to put the building on the map.

Solution: We by-passed the standard-issue real estate brochure for a bold multi-media piece touting the advantages of the entire seaport district. We emphasized the area's art community, shopping, dining and culture. We noted its proximity to the financial district. We included maps. We printed up our story, then underscored our message on the Web, via email, in print advertising and through local environmental graphics. In short, we not only branded the building, we branded the neighborhood.

Result: We distinguished FP3 as a unique development amongst the Boston real estate scene by highlighting its design, culture, and community. We also illustrated the value of buying into the neighborhood during this time of transition. People who had never considered the area found themselves thrilled to be residents of FP3—right in the heart of one of Boston's most creative neighborhoods.