Two brutalist office towers have been transformed into the 435-unit upscale Park + Ford community in Alexandria, Virginia—on land said to have been owned and surveyed by George Washington. With a budget of $158,000, Lowe, a developer known for its hospitality-inspired details and adaptive-reuse strategy, partnered with Hickok Cole Creative to craft a brand identity, marketing campaign, and leasing package catering to the maturing millennials entering the Washington, D.C., suburb.
The two towers serve as the basis for the firm’s “Make It a Double” concept, a play on pairs and duality, specifically the joining of quintessential and traditional with thoughtful and unique details. Park + Ford’s name was solidified by way of its cross streets, and from that merged historic lettering, an ampersand logo, and timeless typography. The concept carries through messaging (life + liberty) and amenity names (game + sport).
Corresponding brand visuals juxtapose with a sophisticated quirkiness derived from its colonial history–but turned up a notch. Supplemental illustrations and facts–including a theodolite referencing Washington’s trade, 18th century finger bowls, and toile patterns–hearken back to antique book etchings to round out the storytelling with project vignettes. Whimsical nods to the site’s history appear in the form of a steampunk apple tree sculpture executed by Lowe and the red-orange and blue façade details that inspired the brand palette.
A stationery suite balances modern and classic with a soft neutral background and pattern, complemented by bright ampersand icons. A tour carrier ties together the kit-of-parts for a memorable, tactile package reflective of the interior design’s industrial textures, allowing residents to leave with a piece of Park + Ford. Wayfinding ensures the property is easy to navigate for visitors while serving to distinguish the two towers, which are adjoined by a four-story amenity center.
Pre-leasing digital marketing and social media launched in September of 2021. With an additional spend of $130,000, Bozzuto Management leveraged pre-established style guidelines to raise awareness of the residence and drive website traffic. The community’s social audience grew from 29 followers to 714 (98 on Facebook and 587 on Instagram) and experienced increases in visibility (50 to 185,405 impressions) and engagements (0 to 3,024). A mix of paid media has driven 47,000 website sessions with average goal conversion rates exceeding the portfolio’s standard.
“The campaign leans on Park + Ford’s most compelling differentiators, translating them into exciting brand elements for promotional materials. Brand guidelines and stock imagery provide flexibility, allowing engagement tools to expand and evolve over time,” stated the award nomination. “In the first six months of lease-up, Park + Ford’s renovation and branding campaign resulted in 146 occupied units and 235 budgeted for the end of 2022, solidifying its position in the marketplace.”
