Client: Samuels & Associates
What we did: Concept, website, sales collateral
Setting a new standard in real estate branding
Offering premium housing and amenities, South Standard wasn’t the type of building you’d typically find in South Boston. In order to attract its key demographic, late 20- and early 30-something tenants, Samuels & Associates needed help developing messaging and a campaign that would introduce the young Southie crowd to a whole new standard of living.
Located in Washington Village, South Boston’s most diverse neighborhood, South Standard provides access to a little bit of everything. To live there is to acquire a mix of friendships, communities, and cultures; services and amenities; and neighborhood experiences. We translated this positioning into a creative platform: A sweet spot in life. It speaks to both the stage of life tenants are in as well as the building’s ideal Southie location. Our look and feel incorporates a “spot” motif along with playful illustrations that support vibrant lifestyle photography.
We extended the brand look and feel to a website, brochure, and digital campaign, successfully introducing Southie to a new kind of apartment building—one that’s far from typical, but close to everything else. Sweet, indeed.
