A legacy-inspired multifamily development sparking neighborhood revitalization.
The Elks is a new Class A community in Orange, New Jersey that honors the site’s history while ushering in a new era for the neighborhood.
With 201 units and a highly visible location just minutes from Manhattan, the development needed a multifamily brand and marketing strategy that would both respect legacy and position the property as a vibrant anchor in a growing submarket.
Bringing a new Class A project to Orange meant entering a submarket still finding its identity. The Elks name carried historical weight, and ignoring that legacy risked alienating long-time community members.
At the same time, the property needed to stand out against a handful of new competitors while also competing with the gravitational pull of New York City.
Without careful positioning, The Elks could have been dismissed as another “outsider” project.
The challenge was to create a brand that honored history, energized the neighborhood, and fueled leasing momentum, all while delivering a marketing and leasing strategy capable of carrying the project from pre-leasing through stabilization.
We began by grounding the work in place. Before any design decisions were made, our team toured Orange alongside the developers to understand the rhythm of the neighborhood and the culture of its residents.
That discovery informed a confident brand identity that combined reverence for legacy with bold optimism for the future. The tagline Live a Colorful Life in Orange captured both the vibrancy of the property and its role as a catalyst for revitalization.
From there, Authentic deployed an integrated suite of playbooks that bridged brand and leasing. The Elks identity was expressed across digital and physical touchpoints through signage, leasing collateral, and lobby murals that rooted the building in community pride.
A conversion-focused property website served as the digital leasing engine, while nurture campaigns kept prospects engaged in step with construction and leasing milestones.
Paid media and organic content built awareness and delivered leads at scale. Finally, Authentic partnered with CHARLESGATE as the strategic leasing and property management partner, ensuring continuity from pre-leasing through long-term operations.
We positioned The Elks as a brand that honored the legacy of its name while stepping confidently into Orange’s future. The identity balanced reverence and renewal, establishing the property as both a neighborhood anchor and a market standout.
Our team developed and executed the essential physical and digital tools to bring The Elks to market. Bold signage, leasing collateral, and murals celebrated Orange and established the building as a visual landmark.
A high-performing Amplify leasing website was launched to convert curiosity into qualified prospects. Designed for clarity and conversion, it translated the brand’s vibrancy into a seamless digital experience.
Email workflows aligned with construction and leasing milestones kept early interest engaged, ensuring momentum carried through to move-ins.
Paid advertising and retargeting campaigns delivered strong traction, generating more than 200 pre-leasing leads before opening.
Community-focused content and social engagement broadened awareness and built trust with Orange residents.
Authentic partnered with CHARLESGATE to oversee leasing and management, ensuring a seamless transition from launch to stabilization while carrying the brand experience into resident life.
The Elks quickly became one of the most visible and talked-about projects in Orange, generating more than 200 pre-leasing leads before doors opened. More than a leasing success, the community established itself as a symbol of neighborhood renewal, a development that respected the area’s history while contributing to its future.
Residents connected with the sense of pride and optimism embedded in the brand, and the property was embraced as an authentic contributor to Orange’s revitalization.
Whether you’re facing a slow market or entering a highly saturated one, Authentic helps multifamily developers launch smarter, lease faster, and maximize returns.
Our full-stack approach to brand, marketing, and leasing is designed to drive real outcomes from concept through stabilization.
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