JeffJack Apartments
Challenge
JeffJack Apartments is located at the corner of Jefferson and Jackson in Chicago's Loop. This development was offering micro-sized units with exposed concrete ceilings and Euro-style white matte cabinetry—a decidedly Euro or New York-style that had not been exposed to Chicago yet. Their challenge was: how to give this a cool, urban vibe yet also appear as an upscale choice.
Solution
UpShift created an edgy lifestyle-driven brand identity that truly set this apartment building apart from a sea of look-alike competitors. Our experience creating upscale lifestyle brands for Interface FLOR, Palm, Weber, and Steelcase allowed us to bring a consumer-forward approach into multifamily real estate—at a time when most competitors were simply showing floor plans and some stale stock images.
Results
Jeff Jack leased up in record time—and more importantly, became the talk of the town. Even years later, people still hold the brand and advertising up as a comp or an example to beat. We advertised heavily on social media which was in its infancy, along with out-of-home ads on mass transit and Divvy bike rental stations. They zigged, we zagged... and the exceptional results of our brand and campaign speak for themselves.
UpShift
UpShift is one of the nation's leading boutique branding and design agencies, specializing in multifamily real estate, hospitality, luxury consumer, healthcare, financial services, and B2B. With offices in Chicago and Los Angeles, we create integrated brand experiences across print and digital channels that empower all of your key deliverables with...
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