From urban convenience to river trails, 166 Main offers residents urban living with a scenic side. Their new brand captures the essence of modern Watertown: Crisp, bold, and beautiful.
Facing a compressed timeline and dealing with limited resources, 166 Main needed a strong brand strategy and integrated marketing plan that could uniquely position 166 Main to attract urban professionals and rapidly drive pre-leasing.
To stand out in the crowded Boston market, they needed a compelling brand identity and a robust marketing strategy to propel them forward and help stabilize the property.
Brand development
Marketing strategy
Fence wraps & signage
Custom website
Search engine optimization
Leasing collateral
Lease-up marketing
Social media management
Email marketing
Watertown is rapidly transforming into a hub for biotech and life sciences. With major employers like Pfizer and Moderna continuing to expand, demand is rising for housing near Watertown's urban core. 166 Main aimed to deliver a boutique development tailored to young professionals flocking to the area's high-growth job market.
We needed to capture 166 Main's blend of modern convenience and classic New England charm. The brand had to appeal to urban professionals seeking upscale amenities, premium finishes, and a vibrant, walkable location just minutes from Boston. This identity required consistency across platforms to reach and convert the target demographic.
We started by developing 166 Main's brand positioning around sophisticated urban living. Drawing inspiration from the exterior brickwork, we designed an elegant yet forward-thinking brand aesthetic.
The new brand ecosystem extended through branded website splash pages, sales collateral for leasing agents, and upscale onsite signage, all of which came together to create cohesive brand touchpoints reflecting 166 Main's premium quality.
After establishing the core identity, we executed an informative property website focused on attracting our target audience. SEO-optimized content highlights amenities, floor plans, and the walkable location in Watertown, while attractive visual elements and an intuitive user experience lend themselves to accelerated lead generation.
166 Main saw strong ongoing interest and thanks to the defined brand and consistent presence we established ahead of early leasing efforts.
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