Brand strategy, campaign and sales system for a Washington, D.C. residential development.

Senate Square

Senate Square was a luxury residential development in Washington, D.C., that needed to connect more effectively with affluent renters and meet ambitious leasing goals. The assignment called for a strategic rebrand that could distinguish the property in a crowded real-estate market.

The creative platform, Anticipate the Need, positioned Senate Square around intuitive service and first-class urban living. A confident, typographically driven system used provocative messaging, a restrained palette and sophisticated imagery across advertising, sales collateral, marketing materials and a new website.

Brand / Client
Senate Square / SHVO
Category
Home, Interiors & Real Estate
Context
The O Group
Role
Strategy, creative direction and campaign direction
Services
Brand Development, Brand Strategy, Logo Design, Campaign Development, Advertising, Website Design, Sales Brochure, Sales Collateral, Copy Direction
Collaborator
Ken Rothermich, design

Senate Square residential property identity and campaign.
Senate Square branded gift bag with a square monogram and a water bottle labeled “For you.”
Senate Square property homepage on a desktop monitor, combining bold campaign typography with an apartment interior.
Senate Square amenities webpage on a desktop monitor, featuring the rooftop pool and a link to view all amenities.
Senate Square print advertisement featuring the rooftop pool beneath the headline “There’s more.”
Senate Square print advertisement featuring the rooftop pool beneath the headline “There’s more.”
Senate Square print advertisement featuring a residents’ lounge and billiards table beneath “That, too.”
Senate Square print advertisement featuring a bright residential interior beneath “You’re welcome.”

The campaign extended across advertising, a sales brochure, website design and sales-office collateral.

The work earned a Gold Award in the annual U B The Judge competition and was praised by the client for bringing a fresh, strategic perspective to the luxury real estate category.

Senate Square brochure cover with tonal embossed campaign headlines and a white property wordmark.
Senate Square brochure opening spread with a dark introduction page opposite the headline “You’re welcome.”
Senate Square brochure gatefold displaying the residential building’s brick facade across an expanded spread.
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