FEATURED PACE STUDY

155 West 68th Street

BHSDM

BACKGROUND

Dorchester Towers is a rental building originally constructed in the 1960s. It continues to have an excellent reputation due to its ideal location and the numerous upgrades it has gone through over the years. We were brought in by ownership and their marketing/sales team, BHSDM to develop a brand and integrate it into a multi-faceted marketing campaign.

CHALLENGE

The challenge was clear. While the building has much to offer, it isn’t new construction and it doesn’t offer the amenities package that are standard in new buildings today. We made 2 decisions right from the start—

1) We needed to differentiate the condo units from the rentals, so we opted to use the street address, which has an elegant flare, and gives the property a fresh start.
2) We knew we had to sell the neighborhood as much as we needed to sell the building, since it offers every convenience and amenity that a city dweller could want.

TOOLKIT

Brand development
Website
Ebrochure
Neighborhood guide
Videos
Photography
Floor plan shells
Fact Sheet
Eblasts
Digital ad content
Branded tote bag

Neighborhood Guide

THE SOLUTION

We renamed the property 155 West 68th Street, because the address represents so much. It’s Upper West. it’s convenient and it’s city living at its finest. We first developed a logo and tagline—Life In Harmony, which is a nod to all of the cultural attractions in the area, such as Lincoln Center. From there we rolled out a full campaign that is driven by illustrations that include “residents” sharing their best lives at 155 West 68th Street and many Upper West Side notables like Central Park, Riverside Park, every bagel place within 20 blocks, cultural venues and so much more. Because the neighborhood plays such a big part in the success of this project, we developed an elaborate neighborhood guide featuring our branded illustrations. This comes in both a printed and digital option.

Our client and the sales team are delighted with the original design, concept and storytelling evidenced in our branding campaign. Within 3 months of the campaign launch, 58 units have been sold.