The Glover House is a rental community located in the Glover Park neighborhood of Washington, D.C. When we first came on board, JBG Smith challenged us with developing a brand that would appeal to the young and ambitious demographic, professionals striving to fit in and striving to make their mark. The main challenge we faced was the development’s location. The Glover House is a bit far from the Metro and while there would eventually be on-site retail, the first wave of residents would have to live without.
In order to overcome the geographic disadvantages, CO OP developed an identity that is undeniably preppy, yet sophisticated enough to have a societal tone. We leaned into the brand idea of “different together” and built an initial teaser campaign and website that communicated directly to the key audience and (literally) invited them into The Glover House. This created significant early interest and allowed JBG Smith to build an extensive list of prospective residents.
The brand was carried out through a suite of marketing materials – all with clever messaging and bold imagery. Once the building began leasing, The Glover House began to lease up quickly. Between the incredibly high-end apartment finishes to the lifestyle-focused amenity package, residents now enjoy the full residential experience and the quieter location in Glover Park.
Brand and Digital Activation
Website Strategy, Design and Development
Print and Collateral
The Glover House opened
Walk Score Ranking
leads for prospective residents
stars on Google reviews