100 West 18th Street | Boutique Condominiums
Client Overview
Developed by the Brauser Group, 100 West 18th is a 10-story postmodern residential in the coveted Chelsea neighborhood in Manhattan.
Challenge
La Luna was asked to create a dynamic identity design, brand strategy and print advertising/ marketing campaign to launch pre-construction sales at this new luxury residential.
Services Provided
- Identity design
- Brand strategy + messaging
- Outdoor signage
- Sales display + sales kit
- Neighborhood Map
- Floorplan brochure
- Advertising + Marketing Campaigns
Solution
After identifying the demographic as young, professional and hip, we crafted a stylish, intentionally provocative campaign to turn heads. Our building signage and magazine/online advertising campaign quickly generated buzz and sales velosity. Our messaging glamorized the lifestyle along with the building’s location on a highly desirable Chelsea corner. And the logo did its part by inclusion of a small, shaded rectangle within a larger one, symbolizing the corner graphically.
Result
And corner the market it did. The sales campaign resulted in an initial 60% presold in the first 5 months, with construction completion still months away.