PROJECT DETAILS
Location: Washington, D.C.
Developer: Jair Lynch Real Estate Partners
Marketing Agency: Proverb
Number of Units: 312
Unit Mix: Studios to two-bedrooms
Campaign Began: October 2019
Perched 11 stories above Nationals Park, the new 312-unit apartment building The Kelvin offers a choice of studios, one-, one-plus, and two-bedroom luxury apartments in Washington, D.C.’s burgeoning Ballpark District.
The high-end high-rise has a full amenity suite with a rooftop pool and patio, tabletop and video game rooms, and a pet spa. Plus, the residences include large windows for views of the stadium and cityscape, private balconies, barn bedroom doors, and customizable closet systems.
To create a cohesive brand for the community, developer Jair Lynch Real Estate Partners and local manager Bozzuto hired Boston-based marketing agency Proverb. In addition to developing the building’s new brand identity, including name and logo development, the marketing team created a comprehensive plan and website catered to the target market.
Through market and local research, Proverb identified primarily younger, ambitious, successful professionals working in D.C. as the target audience. “They are upwardly mobile millennials who seek out fulfilling social experiences and have a sense of ‘FOMO,’ or ‘fear of missing out,’ ” says the company. “While they want all the top amenities, they also want to live in a place that feels like things are happening.”
Ray Cavicchio
As a result, the team chose to build a brand focused on high-energy living. The Kelvin derives its name from the scientific unit kelvin, a measurement of temperature based on absolutes, while the logo was partly inspired by the adjacent baseball stadium lights. A vibrant black, teal, and yellow color palette was selected for the new brand’s primary colors, with navy and white used as supporting accents.
The twinkling stadium lights and simple, but bright, “K” logo is introduced as soon as users open the new website, which Proverb also developed to efficiently track and collect leads for their clients. Virtual video tours, floor plans, photo galleries, and information pages display the brand’s overarching theme throughout and include sayings such as “live with spirit” or “bring the heat.”
The team also created attractive emails to drive traffic to events and promotions, and wrote and designed custom brochures using glow-in-the-dark ink. To promote the property outside the building, the firm designed exterior fence banners to stoke curiosity and build up more energy and excitement.
The ongoing campaign started in October 2019 and has inspired some of the target audience to lease without touring the building in person, according to the firm. Going forward, the team hopes the marketing plan continues to attract new renters and adds more passion and excitement to D.C.’s lively ballpark neighborhood.
