Hoyt & Horn

Background
Capitalizing on a recent rezoning and confidence in Downtown Brooklyn’s growth, Rose Associates and Benenson Capital partnered to develop a luxury ground-up residential high-rise. They engaged us to name the building and create a full suite of marketing materials. After in-depth discussions with the development team, we conceived the Hoyt & Horn brand to resonate with the target millennial audience, stand out in DoBro’s crowded market, and define the building’s persona, vibe, and lifestyle.

Challenge
Attract millennial and younger buyers in a competitive luxury real estate market. With the proliferation of glass towers, marketing needed to convey a sense of approachable luxury and answer: Why Brooklyn? Why this location? Why now?

Solution
We anchored the campaign in Brooklyn authenticity. An Instagram-style video, letterpress brochure, and multimedia leasing center told the Hoyt & Horn story in a scrapbook-inspired style, emphasizing self-expression and lifestyle. The combination of strategic positioning and distinctive design drove strong leasing from day one, leaving the client thrilled with both results and process.