At the cusp of Fort Greene and Downtown Brooklyn, 80 Dekalb is a stunning 36 floor, 365 unit residential rental development. But there were numerous challenges to marketing this high-end rental: from the over-supply of competitive rental units especially with the entry of “rent-o-minimums”, to the renter unfamiliarity of a new kind of Manhattan-like rental tower in a quintessential Brooklyn neighborhood.
CO OP saw an opportunity for Forest City Ratner to position 80 Dekalb or DKLB BKLN as the only modern Manhattan-style high-rise rental in Brooklyn and inspire renters to join the dynamic and desirable Fort Greene community. Rather than appearing to be a disconnected outpost, we needed to bring a Brooklyn-ness to life.
CO OP targeted a new psychographic audience that we called mobile urbanites: people who wanted a tangible connection to an evolving cultural life, a modern spin on services ala a boutique hotel, an enlightened sense of design from corner to green views, and a way to achieve a higher standard of living and experience. It’s a brand they could be proud of.
-Maryanne Gilmartin, Former EVP, Forest City Ratner
Brand Strategy
Naming
Visual Identity
Verbal Identity
Brand and Digital Activation
Brand Campaign
Print and Collateral
Website Strategy & Design
Signage & Wayfinding
Leasing Center
leased in 3 months
leased in 9 months
visitors to website in 2 months
years later, the brand has stood the test of time
