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365 Bond is a 430-unit rental building in an emerging neighborhood of Brooklyn. Everyone wanted this to be part of well-established Carroll Gardens, but a Google pin showed it’s in the absolute heart of Gowanus, located right along the infamously polluted Gowanus Canal. Lightstone was determined to change perceptions and make 365 Bond the hero of the next frontier in Brooklyn.
In order to position Gowanus as the next up-and-coming neighborhood, we celebrated its unique characteristics. From its raw grit and eclectic locals, we created an unpretentious and real brand. We captured the spirit of Gowanus with a photo and video shoot to serve as the neighborhood features we wanted to elevate. We became the new champions of the neighborhood.
Once we defined the unique brand voice for 365 Bond, we developed a less than typical marketing strategy. We leaned into the polluted Gowanus Canal and created a fictional “Gowilla” character, a la Loch Ness Monster. We launched a social media campaign for locals to help draw the Gowilla, and the winners were featured in our community newspaper.
Brand Strategy
Verbal Identity
Visual Identity
Brand and Digital Activation
Brand Campaign
Website Strategy, Design and Development
Print and Collateral
Advertising
Sales Center
Signage