We recently finished the signage for a new apartment building on lower Queen Anne (Seattle, for those you not familiar with the area). The building is called View 222. Although the name may be a bit difficult to figure out, it really does say it all because of the views.
We were brought in to do a marketing package of signage and what we have is basically a blank slate. The only thing we had was the image of the space needle that we created for their interior sign package. The colors we had used were neutral so there was not even a color scheme developed for marketing.
So, when faced with a blank slate, where do you begin?
- Consider the architecture of the building. Is it classic or urban or retro or…? In this case it is kind of an urban cosmopolitan.
- Consider the color and finishes used in the building. This building includes a beautiful mahogany wall with a strong but dusky blue accent wall in the entry.
- Walk the building and get a feel for it. Is it cozy or airy; rich or comfortable?
- Next, you must take into consideration the target market.
- Is the future renter single? Do they have a significant other or are they a single parent?
- What is their income? A better question might be is how much money do they need to make to live in this apartment building?
- What is their average age?
- Are they male or female?
- What kind of work do they do? Do they occupy a desk all day or are they more “hands on”?
- Begin to relate the assets of the building to the target market.
- Are the garden areas important to them?
- How about the views?
- Do they care that there are beautiful stone floors except for the bedrooms?
- Are women going to crave the large walk-in closets?
- How about being pet friendly?
- What about the great kitchens and the large windows?
Real thought needs to go into the presentation of a building. It is important to focus your marketing efforts to get the highest return possible and it is best to bring in someone who can take your ideas and develop them further to merge the assets of the building to the desires of your target market.
Roday works with you as part of your team, taking your vision that you have for your building and turning it into a marketable and highly desired end product. Whether your project is new construction or a face lift, we can assist you in creating a strong presence with high visibility.
Give Daye Salander a call today at 425.397.8885 with questions you may have on your building and how to raise its visibility and making it more desirable to your target market.
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