XIN DEVELOPMENT, BLACK GLOBAL
216 UNITS, $1.5M TO $7M
When a Brooklyn developer asked us to create an in-depth qualitative marketing research for a new potential development in Williamsburg, we immediately immersed ourselves in a deep-dive study of the area. This culminated in a 160-page book of insights and outlooks on what this new residential condo project could be, as well as how its brand strategy and overall marketing would be developed.
For the seventh art, Oosten was not simply a branding project but a building that we hand a hand in shaping from Day One. Based on our market research and vast experience, we helped develop the ideal mix for the building, from suggesting Dutch designer Piet Boon for Interior Architect to working on the plan layout with the sales team to making suggestions to the building interior and exterior designs. Using Piet Boon’s Dutch heritage as a driving inspiration, we applied the new brand to all aspects of the marketing and branding. In addition to a brochure and web site, we also increased the profile of the building with the creation of ‘BURGH, a free magazine featuring original content about the neighborhood and its offerings.
Oosten generated considerable buzz months before launch, and is currently one of the most sought-after buildings in Williamsburg. In fact, pricing for Oosten was increased several times before launch due to the overwhelming buzz generated by the promotional materials.
Market research, brand strategy, naming, logo design, architectural concept development (unit layouts and amenities), 3D visualization, floor plans, sales gallery, signage, website, brochure, photography, advertising campaign, brand collateral, copywriting