Revitalize? Or rebuild?
Brand Development for Village Green
Our task was to revitalize the identity of Onterie Center, a neglected but architecturally significant SOM high-rise in Streeterville, Chicago. Built in 1986, the tower had 600 apartments, 150K square feet of commercial space, and a miserable reputation.
A change in ownership brought in new management with a mandate to overhaul and remarket the building, with an eye the younger, transitional residents and the commercial tenants that catered to them. The ask included a new identity, brand, environmental graphics, and marketing collateral.
The first question was whether Onterie Center — a somewhat graceless portmanteau of the building’s cross streets, Ontario & Erie — needed a new name. Renames are rare, but after a decade of mismanagement and basement level online reviews, our position was clear, and the client didn’t need much coaxing.
So how to get there? Our identity building strategy followings a usual course:
True to the ads, it’s crucial to be level-headed about results and impact. At launch, the campaign surpassed all our benchmarks, driving a 260% MoM surge in qualified leads the first two weeks of launch. On social channels, engagement rates were 310% higher than the **previous top-performing **campaign.
But, as with anything provocative (read: memorable), there’s a drop-off. Once you’ve been provoked, it’s tough to get re-provoked. Especially when you’re only targeting active California home buyers: that fountain is not eternal. After four weeks in the market, campaign performance dropped 39%.
Fortunately, variety is the spice of life and the creative fountain is eternal, so iterating on themes is our bread and butter. Hence all these iterations. Which is we kicked that campaign-performance-drop-off’s ass, driving performance back up to 80% of peak in the subsequent four weeks.
Head of Creative