When a native Chicago developer approached us to craft an authentic real estate brand with London style, we paused to think about that for a while. How does one go about authentically placing London Town in Chi Town?
Our first task was to understand the product as much as possible. We spent time in the apartments, roamed the hallways and frequented the neighborhoods (but not in a creepy way!) to create a strategy that would fit. We developed all of the appropriate brand expressions to accomplish this—from brand identity to amenity offerings, no stone was left unturned.
For Flats Chicago, we established a brand promise, tone of voice, personality and identity that perfectly accomplished the developer's goals. Those standards then provided the basis for the development of collateral, digital advertsiements, photography and physical expressions of the brand that have made Flats one of the most successful real estate groups in Chicago.