Work

NORA

helping a mid-rise apartment rise high above the rest

Summary

As the apartment market in Orlando began growing exponentially, Nora emerged in Downtown Orlando’s new North Quarter district with 246 apartments and ground floor retail. Our charge: distinguish NORA (North ORAnge) as downtown’s sophisticated urban lifestyle destination and position the development to attract retail interest. Sleek, sexy, and smart – the identity for NORA rests upon an iconic foundation that propels all facets of the place branding campaign.

Our place branding and marketing strategy involved a monumental shift away from typical go-to advertising sources and instead, investments within social media initiatives, guerilla marketing, and brand activation elements such as graphic Ts and custom kick-bikes that were seen around town, as well as campaign creative that featured slices of downtown lifestyle with everyday Orlandoans.

Within 11 months of launching the campaign, Nora was 100% leased and their social media channels led the market in social following by triple that of its closest competitor.

Client

GDC Properties

Industry

Location

Orlando, FL

Project Team

  • Stephanie Darden Bennett
  • John Cox
  • Ashley Heafy
  • Kyle Hyams
  • Susan Campos
  • Delaina Baker
  • Georgieanna Gross
  • Maurix Suarez
  • Anna Cruz

environmental brand infusion

Architectural banners line the exterior facade and when viewed at a precise angle, align to form a continuous maze pattern inspired by the logo mark.

direct mail

A custom direct mailer was developed and targeted to renters within existing downtown apartment communities. Once opened, the mailer became a poster featuring coupons to local retailers and restaurants developed specifically for the direct mail campaign, enabling prospects to explore and enjoy Nora's neighborhood experiences.

live in the center of it all

Nora's home, the North Quarter District, was a brand new area with little recognition. A graphic abstract map was developed to visually communicate its novel position - in the middle of all of downtown's established areas.

marketing collateral

social media campaign

website

seller booklet

photography

t-shirt design