Best Community Website
Background
Dorchester Towers, a prime 1960s rental building, continues to have an excellent reputation due to its location and ongoing upgrades. We partnered with ownership and BHSDM to develop a refreshed brand and multi-channel marketing campaign.
Challenge
Two challenges shaped our approach. First, we needed a way to differentiate the condo units from rentals. Second, while the building offers significant value, it isn’t new construction and lacks the amenities found in modern developments.
Solution
To address both challenges, we renamed the property 155 West 68th Street to clearly distinguish the condo units from the rental inventory, while also emphasizing its prime amenity – the Upper West Side location. We designed a logo and tagline, “Life In Harmony,” celebrating the neighborhood’s cultural attractions, including Lincoln Center. The campaign featured custom illustrations of residents enjoying life at 155 West 68th Street, alongside local highlights such as Central Park, Riverside Park, popular bagel spots, and cultural venues. A comprehensive neighborhood guide, available in both print and digital formats, further reinforces the building’s connection to its vibrant surroundings.
