How do you appeal to renters
while your neighborhood
is still being built?
You feature the
neighbors in the 'hood.

THE OPPORTUNITY

New neighborhoods aren’t created overnight. It takes years, sometimes decades for the infrastructure, architecture, parks and places to take shape. That was exactly the case at Westside at Shady Grove Metro, an up and coming community that will eventually include community gardens, a dog park, a regulation soccer field, a library and even an elementary school. As the second phase of the development broke ground, we were asked to help brand the first apartment building on the site.

THE SOLUTION

Our solution started out with a simple realization…that a neighborhood is more than corner stores, it’s more than parks and playgrounds. A neighborhood is really about the people. After all, people may choose to live somewhere for practical considerations, but they often stay because they like their neighbors. Our rallying cry of “Neighbors Wanted” puts the emphasis on the real amenity in multifamily living – the people. We then posed the question, “what makes a neighborhood?” The answer, we found, is in all the details that happened to already exist at the property…the barista who can actually spell your name correctly on your morning coffee cup; warm summer nights watching movies under the stars; the familiarity of a well-worn path to the metro; and Fergus…the 4-year-old Jack Russell terrier you meet each morning on his way to the pet park.