Located on the edge of Arlington, Virgina, Rosslyn is a neighborhood that has always been considered a primarily commercial district. Directly across the Potomac River from Washington D.C, Penzance was set to create a new development consisting of three residential towers, 44,000 sf of retail space plus a park at the center. The objective was to reposition Rosslyn as a dynamic, 24/7 urbanized environment and attract the attention of prospective residents.

Long before the development was built, we worked closely with the Penzance team to develop a brand strategy and long-term activation plan to set the project up for success. We created a rich brand story and a name/identity for the master development. The Highlands was positioned as a destination for distinctive living, capitalizing on the momentum that Rosslyn was on the rise.

“By defining a brand identity and vision early in the development process, we were able to resonate with the appropriate audiences. We had the opportunity to be strategic in our curation of the product mix. CO OP’s efforts are valuable in generating interest from the right audiences and attracting best-in-class retail tenants.”

– Penzance VP of Development, John Kusturiss

Once The Highlands broke ground in late 2018, we created construction signage and a dynamic website, so as the buzz began to build, prospective residents and retail tenants were able to understand the project vision. The sophisticated visual identity paired with original photography allowed the story of The Highlands to come to life and paved the way for the three residential brands; Pierce, Evo and Aubrey.

Brand Strategy
Naming
Visual Identity
Verbal Identity
Brand and Digital Activation
Website Strategy & Design
Signage & Wayfinding
Photography
Renderings
Video
Maps
Infographics