Ledger Union Market: Multi-Family Property Branding

Market Research, Naming, Logo Design, Brand Campaign, Messaging & Brand Positions, Website Design & Development

The Challenge

Brand new to rental community development, Great Gulf paired up with Gables Residential property management and selected Bigeye to be their creative partner for a new luxury community in the Union Market neighborhood of Washington, D.C.

Bigeye was tasked with creating a brand identity and campaign that builds an atmospheric visual story and ties in the grit and history of Union Market with the refined and polished design of the new community, named Ledger Union Market. Our main goal when creating the brand identity was to preserve the rich geographic history while bringing a fresh, modern perspective that young professionals would want to call home.

Our Approach

Our goal was to create a brand identity campaign that builds an atmospheric visual story for Ledger, a new mid-rise apartment community of 134 units in the heart of Union Market in Washington, D.C. We want residents to say “Ledger Union Market is the refined property I’ve been waiting for, paired with an authentic local living experience that’s different from anywhere else in D.C.”

Our identified renter personas are young professionals that appreciate hand-crafted experiences, love the amenities that living and working in a big city have to offer, and crave living life on-the-go.

Results

Ledger Union Market burst onto the scene through a completely unique brand story, we brought the “designer bag with converse” vibe to this historic neighborhood. Reaching lease up with plenty of time to spare, our partners were elated with the branding we crafted.

In addition to creating a luxurious, aspirational community that our clients loved, Ledger Union Marketing won a Best of Category in the Integrated Branding Campaign category of the American Advertising (ADDY) Awards in our local competition. We even went on the win Gold at the incredibly competitive district level, beating out many impressive submissions.

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