ORANGE, NJ — Authentic, a multifamily brand, leasing, and marketing agency, announces its engagement with, announces its strategic engagement with Vanta, the developer behind (now The Elks), a new 201-unit Class A multifamily community in Orange, New Jersey.
Poised as a legacy-inspired anchor in a revitalizing neighborhood just minutes from Manhattan, the property will introduce elevated living that honors history while projecting a bold, contemporary identity. Authentic is responsible for executing the full go-to-market strategy that will guide the property through pre-leasing, lease-up, and stabilization.
Authentic’s assignment spans brand development, activation, digital marketing, and leasing enablement, all structured around the agency’s proven Go-To-Market (GTM) Playbooks. The process begins with a discovery phase anchored in the local context, immersing in Orange’s culture, history, and community rhythms, to build a brand identity that feels both respectful and refreshingly optimistic.
The scope of work also includes visual identity design, signage, leasing collateral, a high-performance Amplify property website, targeted advertising, retargeting, organic content, and lead-nurturing workflows keyed to construction and leasing milestones.
Authentic also collaborates closely with CHARLESGATE, the property’s designated leasing and property management partner, to ensure alignment from marketing activation to on-site leasing operations.
“Our mission is to create a brand for that bridges its rich heritage with the energy of Orange’s next chapter. We believe in helping communities tell their stories in ways that feel rooted, modern, and magnetic to renters seeking something more than just an apartment."
Authentic's marketing and leasing efforts will launch ahead of the property’s anticipated opening, positioning the project as a landmark in Orange’s evolving identity and as a sought-after destination for residents who value authenticity, connectivity, and design.
For more information about Authentic’s multifamily marketing capabilities, visit authenticff.com.
Want to See How We Did?
Read our latest case study on The Elks to see how Authentic delivered on our promise to Vanta to launch smarter, lease faster, and build long-term brand value and tangible ROI.
About Authentic
Authentic is the leading full-service brand, marketing, and leasing agency helping multifamily developers launch smarter, lease faster, and build long-term brand value and tangible ROI. From concept to stabilization, Authentic’s strategic and creative solutions are purpose-built for real estate developers who want to break the mold of multifamily status quo.
Media Contact:
Marketing, Authentic F&F
info@authenticff.com
www.authenticff.com
