Unique lifestyle brand that changed Chicago real estate
Emerald, a condominium built in 2008 in Chicago’s emerging West Loop, offers views of downtown and eco-friendly elements. But it faced stiff competition from highly-amenitized comps that were better located.
Based on our work for tech and consumer brands, UpShift veered real estate marketing away from boring approaches to lifestyle-driven. To do so, we combined iconic imagery of "brand stewards" and nightlife with a signature chartreuse green to highlight Emerald’s eco-friendliness. We pioneered in marketing channels, too, with social engagement, event planning, outdoor and digital ads. People still talk about Emerald's marketing.
