Citizen
Citizen is a boutique apartment building offering luxury living on the Eastside Trail of Atlanta’s popular BeltLine.
Our scope included market research, asset naming, and a full brand package, as well as media production, web presence, and launch campaign management.
Identity
Messaging
The market research our team conducted also heavily influenced our language. We chose words to resonate with audience values and to reinforce an aspirational lifestyle of success, ease, relevance, etc.
Having locked down on a voice, we then conducted prelim. testing via social ads to determine which pieces of copy maximized conversion. The resulting insights informed adjustments that we made prior to conducting a full launch campaign.
Watch Film
Photo + Video
Once the building was completed, furnished and ready for cameras, we produced and shot an archive of evergreen media.
Our shoot lasted 2 days, involved 5 models, and yielded a brand video, a series of 15 sec and 30 sec social ads, images for placement on web and in brochures, and more.
Placemaking
We gave special focus to placemaking moments throughout the campus, seeking to convey a sense of relaxed design cohesion and respect for the neighborhood’s past.
For example, we included a quote by Atlanta poet W. E. B. Du Bois, stenciled onto the risers of the steps leading up to the entrance.
For example, we included a quote by Atlanta poet W. E. B. Du Bois, stenciled onto the risers of the steps leading up to the entrance.
