We crafted a resonant luxury brand that captures the lifestyle specific to this charming lakeside town in Minnesota.
Known for its charming downtown and its beautiful location on the shores of Lake Minnetonka, Excelsior has seen very few—if any—new Class A residential developments in the last 50 years.
Positioning
Brand Development
Onsite Signage
Splash Website
Property Marketing Site
Leasing Collateral
Email Marketing
One West Drive capitalizes on the demand for new, high-quality housing by providing luxurious new apartments and townhomes in the heart of downtown Excelsior. As such, it needed a brand that would represent the unique opportunity.
With this project, it wasn’t about simply showcasing units and finishes—although well-known local architects and designers were employed to ensure that the development was both functional and beautiful. It was about capturing a specific lifestyle.
First, we created a brand that spoke to the promise of One West Drive. It was lush, vibrant, and urban… yet still centered. With a sophisticated color palette and elegant lifestyle photography, the brand conjured true luxury.
We wanted residents to imagine the epitome of a lakeside lifestyle, where each day feels almost like its own special getaway. That philosophy guided our production of marketing collateral, on-site signage, and a splash website.
One West Drive was able to effectively communicate its vision, pre-leasing more than half of its units before the building even opened.
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