Jones Berkeley Apartments

A Welcoming, Creative Brand That Fits a Unique Community in Berkeley, California

Objective

With Jones Berkeley, we worked with Shorenstein and Greystar to create a laidback yet luxurious brand identity and name that would resonate with residents of Berkeley, California. Originally, the residents of this eclectic college town were concerned if the new development would fit their proud community. By infusing the voice of all marketing collateral with the voice of Berkeley—and through Shorenstein's careful architectural choices—we featured local retailers and hot spots in social media, custom website, community outreach, lifestyle advertising, and artistic collateral. The building and the brand became part of the neighborhood, earning the trust of residents.

https://jonesberkeley.com

Results

• Neighborhood objections melted away by fostering a sense of community.
• We helped to promote local, small retailers who would not have had an advertising budget, otherwise.