Challenge
Anthology is a new apartment community in DC’s Atlas District. The Atlas District, otherwise known as H Street, NE, has the reputation as one of the city’s most unique neighborhoods with an eclectic mix of bars, restaurants and a diverse resident population. With the addition of a new street car line, over 2,500 new residential units have been planned for the area. Into this comes Anthology, developed by Jair Lynch, a local real estate company. Our task was to create a brand and a marketing campaign that would position Anthology as “the H Street apartment.”
Insight
In emerging neighborhoods authenticity matters. Both the developer and the interior design firm are local so they used ideas and inspirations from local bars and restaurants to create a unique, locally-inspired experience throughout the property. They weren’t trying to change the neighborhood; they were simply celebrating the lifestyle that was already there.
Idea
A collection of experiences
A campaign built around photography of real locals experiencing all that H Street has to offer, and a brand design that captures the raw grittiness of the neighborhood.
Results
- Stabilized (95% leased) 3 months ahead of schedule
- Over 300 attendees to the Revel Event Series
- Website converts at 2x the industry standard
- ADDY Awards: Best Integrated Brand; Out-of-Home Campaign; Brochure