Capitalizing on a recent rezoning and confident in the growth and potential of Downtown Brooklyn, two venerable New York real estate families — Rose Associates and Benenson Capital — partnered to develop a luxury, ground up, residential high-rise.
SMMC was engaged by the joint venture to name the building and develop and execute a marketing program. We conceived the Hoyt & Horn brand to resonate with the target millennial audience, stand out amid the “noise” of DoBro’s crowded marketplace, and define the building’s persona, vibe and lifestyle.
A Brooklyn-centric focus connected a variety of marketing tools to tell the Hoyt & Horn story. Critical authenticity was reflected in an Instragram-inspired video, a distinctive letter-press brochure and a multi-media leasing center. The campaign was executed in a scrapbook style both to provide visual distinction and deliver a message of the power of creating one’s life.
The combination of a winning strategy and a differentiated graphic style contributed to significant leasing success from opening day. Our client was equally pleased with both product and process.