The two luxury high-rise towers that compose Sedona | Slate in Arlington, Va., have a lot to boast: The community is eco-friendly; close to retail, dining, and public transit; and stacked with deluxe amenities. However, the highly competitive market meant that developer JBG Cos. couldn’t afford to take the project’s advertising for granted.

Outreach started during construction through e-blast progress updates to interested prospects. Social media kicked off next, and the full website and media campaign launched at the start of pre-leasing in January 2013.

Carefully designed collateral gives each building a distinct voice while keeping the look cohesive. Simple logos and vibrant color palettes draw inspiration from the project’s architecture, and dynamic photographs show a variety of people endorsing the property’s selling points.

Along with brochures, postcards, and print and digital ads, a street outreach team attended a local festival wearing promotional T-shirts, and the campaign’s social media emphasis has made Facebook the No. 4 traffic source for the website.

The efforts have paid off: Sedona | Slate was recognized with an award from Delta Associates for the Best Lease-Up Pace in Northern Virginia in 2013.