The Brief.
The City of New York laid out a vision for a new neighborhood in fast-growing Long Island City, Queens. This new neighborhood is being built to house New Yorkers who cannot afford New York’s high market rate rentals. There, middle and moderate income residents including teachers, police officers, firefighters, nurses, and others will now have the opportunity to live in first-class housing.

The Plan.
Our job has been to help research the complex target demographics and develop a brand for the first phase of Hunter’s Point South which comprises two buildings on the waterfront next to 11 acres of new waterfront parks. The buildings feature a comprehensive amenity package and are certified by Enterprise Green Communities and designated LEED Silver

The Results.
Our brand and marketing campaign helped generate 96,000+ lottery applications in 60 days.