51 Jay Street - Brand Development
DUMBO (Down Under the Manhattan Bridge Overpass) has a vigorous and passionate community who are deeply proud of the spirit and history of the area. They are a strong and vocal group who think and act as one. Our first challenge was to overcome their instinctive opposition to a major property development.
51 Jay is a property rooted in the character and local history of an industrial past. We spoke openly to our new neighbours and could see that the authentic spirit of the area and the building can only be seen through the eyes of the people who live, love, work and die there. The building could be an emblem of their passion and sense of belonging, curating whilst elevating the luxury design kudos and bespoke craftsmanship of the property. Our task was to create a brand that could showcase a unique building and a unique community.
51 Jay St, DUMBO. A place LIKE NO OTHER.
To give us a way to tell all the stories behind the building, we created a visual system inspired by the industrial structures of the architecture. This gave us the opportunity to explore, and celebrate the unique facets of the area and the building.
We wanted to tell the stories of the individual people, place and structures that define the landscape and culture of DUMBO. We worked with local film-makers to tell architect Eran Chen’s story as well as many other local residents and business owners. Working with three local film-makers we created three unique takes on DUMBO:
‘The secret life of 51 Jay’
‘We are DUMBO’
‘Making of DUMBO’
We created a series of posters featuring illustrations of the letters of DUMBO and focused on powerful selling points to transform the display in the sales suite and create powerful conversations with potential buyers.
A significant task was to create a potent marketing plan. Heavenly believe that spending less on marketing is better than spending lots and we formed a plan to not only find the right kind of potential buyer but to also balance communications to stay in tune with the local community.
Capturing the real story of DUMBO was an essential part of our work – we chose powerful and gritty reportage photography to show real lives and the real energy of the area.
We created connections for the brand by inviting local retailers and artists to showcase their work in the sales suite to promote themselves and the authentic nature of the area.
The teaser phase of the marketing plan was a huge success – over 600 potential buyers registered. The first release of apartments were spoken for within a week! We’ve only just launched and we are 30% sold in the first 30 days. It’s fair to say that the success of 51 Jay St is like no other.
It was vital to ensure that the unique personality of 51 Jay Street played through every element and touch-point. We created an engaging tone of voice & spirited in a fresh and unexpected style compared to other New York property marketing, balancing approachability and luxury.
The sidewalk shed is a great space to engage existing residents and potential buyers. To do this in a more unusual and engaging way, we created copy lines that would be both eye-catching and intriguing, which could be changed over time in order to keep them new, arresting and ‘like no other’.