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National Resources, a real estate and investment firm, approached Mermaid, Inc. to create the brand identity and marketing collateral for this rental development, which was created by converting the classic Otis Elevator and Herald Statesman buildings into modern loft and micro-flat residences. Our goal was to appeal to the client’s stated millennial target audience.
Our first step was to research the millennial demographic and understand some of their driving values: happiness, passion, authenticity, sharing, and discovery. Out of this research, we wrote this brand statement: “Where you live is not just an address... Not just where you go at the end of the day... but more. It’s a state of mind. It’s a declaration of how you want to live.” The branding tagline is: “UNO State of Mind.” We created a thematic device by combining “State Of” with lines that spoke to the novelty of living at UNO: “Modern State Of Life,” “Sound State of Space,” Cool State of Hood,” “Authentic State of Place.” One of the buildings UNO occupies is the iconic, historic Herald Statesman building, where the locally renowned newspaper was once printed. The brand elements, including the halftone pattern and the cyan, yellow, magenta and black color palette, pay homage to the printing presses that once occupied this building. Given that uniqueness and creativity also appeal to the millennial demo, we used a distinctive mural painted on the outside of the building by Fumeroism, which we think of as the “UNO Man,” as a key brand element.
The development is renting briskly and the developer is extremely pleased. The resulting brand campaign is not only successful with millennial renters but also appeals to brokers, leasing agents and the surrounding community.