The Giovanni is a chic rental building located in Brooklyn's vibrant Fort Greene neighborhood. Mermaid, Inc. and Pace Advertising were commissioned by the Red Apple Group to create an integrated branding strategy to position this property in a competitive rental market.
Our innovative branding concept, “Step into Greene,” not only resonated with the cool, urban vibe of Fort Greene but also cleverly highlighted the building's prime location. This approach proved highly successful for the Giovanni, leading to full occupancy within less than a year and achieving the highest CTR on StreetEasy for several consecutive months.
We meticulously integrated the “Step into Greene” theme across all facets of the Giovanni's branding. This included “Step into Chic,” showcasing the building's unique sense of style; “Step into Fun,” highlighting the extensive and exciting amenities; “Step into Style,” underscoring the elegance of the residences; and “Step into Life,” encapsulating the exceptional lifestyle offered at the Giovanni.
This thematic narrative was creatively implemented in our marketing materials. The phrase “Step into” is prominently featured on the inside front cover of the brochure, and each turn of its short-fold interior pages artfully reveals the next aspect of living at the Giovanni. This engaging design not only captivated potential residents but also seamlessly conveyed the multifaceted allure of the property.
• WEB DESIGN > Graphis Design Silver | Creativity International | Graphic Design USA
• BROCHURE DESIGN > Graphis Design | Graphic Design USA
• LOGO DESIGN > Graphic Design USA
• STATIONERY PACKAGE DESIGN > Creativity International | Graphic Design USA
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