Verge Residences is a 41-unit multifamily development in Somerville, Massachusetts, delivering a boutique living experience through high design and high performance. As a passive house-certified project with both market-rate and affordable units, the building required a creative and marketing strategy that could unify its mission, attract the right renter segments, and support two distinct leasing flows.
Authentic was hired directly by the developer, DiBiase Companies to lead the brand development and go-to-market (GTM) strategy. Our objective: create a scalable foundation that would position The Verge for long-term leasing velocity and asset value appreciation.
The Verge was launching with two leasing teams, one for market-rate units and one for affordable housing, all under a single, unified brand. Add in construction delays, passive house positioning, and a highly competitive Boston-area submarket, and the marketing challenge was clear: align messaging, build a scalable digital foundation, and create demand, all before doors opened.
Our work had to Maximize long-term ROI through strategic brand and marketing infrastructure.
Authentic deployed a full-stack engagement using our proprietary GTM Playbooks, built specifically for multifamily real estate developers looking to accelerate lease-up and enhance brand value. From day one, Verge Residences was envisioned as more than a building.
Our mantra: on the verge of everything, a bold brand story we helped define and deploy through every creative and marketing asset. Inspired by the property’s passive house design and proximity to Somerville’s most dynamic neighborhoods, the identity needed to evoke confidence, culture, and connection.
Design-forward, eco-conscious, and rooted in community, Verge offers a new kind of multifamily living where sustainability and modernity meet.
The visual identity pulls from this ethos...clean lines, architectural type, muted tones, and a logo mark that nods to movement and evolution. Paired with a voice that’s smart but approachable, the brand reflects what today’s urban renter is really seeking: style, substance, and story.
We began with naming. Verge Residences was chosen to evoke movement, transition, and a sense of living on the edge, both geographically and ideologically. The name aligns with the building’s passive house credentials, its design-forward finishes, and its progressive take on multifamily living.
The identity is clean, modern, and architectural, balancing quiet strength with creative confidence through muted earth tones, angular typography, and strong geometric lines.
The brand system was crafted to unify dual leasing streams under a single visual language. Monograms, primary marks, and minimalist patterns were paired with flexible templates for signage, social, and print.
The supporting graphics leaned into neutral palettes, architectural motifs, and urban sophistication, creating a scalable system that feels cohesive across digital, physical, and onsite applications.
We launched a fully custom 8-page Amplify site, designed to translate brand storytelling into lead generation. Built with PMS integration and a UX focused on flow and clarity, the website functions as both a discovery tool and leasing asset. Every page supports the brand’s messaging pillars: sustainability, style, and connection to place.
Email drip campaigns were designed to maintain warmth and momentum during construction delays. Flows were segmented by leasing path and included content tailored to market-rate renters, local Somerville culture, and passive house education, ensuring that leads were engaged and informed at every stage.
We developed a full social media system, from platform branding to content calendar. Visuals, tone, and cadence were built to reflect the brand’s identity and appeal to a design-conscious, values-aligned renter audience.
Content focused on local partnerships, lifestyle imagery, and neighborhood storytelling to build early credibility and relevance.
Bryant Hughes, Authentic CofounderThis was a full-service engagement, branding, website, leasing collateral, social, all of it. It really shows what we can do.
Even before opening day, Verge residences already stands head and shoulders above its submarket competitors in distinction, style, and luxury. Quickly approaching stabilization, the website and brand have generated over 10,000 sessions and 60 leads, creating prequalified interest well in advance of leasing. The digital experience has an extension of the lifestyle The Verge offers in the palm of the prospect.
Verge Residences succeeded because it embraced a creative-first mindset. Instead of waiting for 90 days before C.O. for preleasing to begin, the developer invested early in strategy, storytelling, and brand clarity.The results are undeniable: in today’s digital-first leasing landscape, visual distinction is one of the strongest drivers of performance. For developers and owners, this proves that a strong brand is an unfair advantage
If you are a multifamily developer or investor seeking to position your next project for lease-up success, Authentic helps you create brand systems that drive action, accelerate absorption, and increase long-term asset value.
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