Ivy
Ivy
Ivy is the latest addition to Seattle’s Interbay neighborhood. BT Creative was tasked with developing a compelling brand identity and marketing campaign that would celebrate the sleek modern design of the building and appeal to Seattleites hungry for a quiet urban oasis.
Ivy
Ivy is the latest addition to Seattle’s Interbay neighborhood. BT Creative was tasked with developing a compelling brand identity and marketing campaign that would celebrate the sleek modern design of the building and appeal to Seattleites hungry for a quiet urban oasis.
Brand Story
One of the best parts of the branding process is when it’s collaborative. For the Ivy brand story, we were excited to develop a point of view connected to being outdoors and active however we took a turn when our client mentioned that the building truly is a “hidden gem” in the city. It sparked a campaign concept complete with a social contest, brand ambassadors, and pop ups.
Pivoting Through Changing Times
Our opening of Ivy was delayed due to the COVID-19 pandemic and construction halts. This unprecedented change in the way we engage with marketing forced us to reevaluate and evolve our approach. Originally, we had planned guerilla marketing and out of home activations throughout the city, but with less foot traffic, we took a surprising turn and developed a direct mail piece to connect with people at home. We took our hidden gem campaign and brought it to life with a photo frame punch out that potential residents could use to frame their own hidden gems throughout the city.
Logo Development
With each new brand identity, it’s helpful for us to understand our client’s aesthetic-leanings. Our client focused on a clean, elevated design throughout this build and we wanted the logo to reflect that. We also wanted to draw in our younger tech demographic, so a sleek simple design effectively communicates the product we are offering. Our logo might be simple, but it makes for plenty of room to introduce graphic elements, photography and design features throughout our print collateral, website and campaigns to enhance the overall character of the brand.
Brand Story
One of the best parts of the branding process is when it’s collaborative. For the Ivy brand story, we were excited to develop a point of view connected to being outdoors and active however we took a turn when our client mentioned that the building truly is a “hidden gem” in the city. It sparked a campaign concept complete with a social contest, brand ambassadors, and pop ups.
Pivoting Through Changing Times
Our opening of Ivy was delayed due to the COVID-19 pandemic and construction halts. This unprecedented change in the way we engage with marketing forced us to reevaluate and evolve our approach. Originally, we had planned guerilla marketing and out of home activations throughout the city, but with less foot traffic, we took a surprising turn and developed a direct mail piece to connect with people at home. We took our hidden gem campaign and brought it to life with a photo frame punch out that potential residents could use to frame their own hidden gems throughout the city.
Logo Development
With each new brand identity, it’s helpful for us to understand our client’s aesthetic-leanings. Our client focused on a clean, elevated design throughout this build and we wanted the logo to reflect that. We also wanted to draw in our younger tech demographic, so a sleek simple design effectively communicates the product we are offering. Our logo might be simple, but it makes for plenty of room to introduce graphic elements, photography and design features throughout our print collateral, website and campaigns to enhance the overall character of the brand.
Marketing Collateral
When we looked at the customer journey for Ivy, we wanted to ensure we gave the hidden gem campaign its moment to shine before we went directly into our lease up phase. Early pieces highlight a fill in the blank style area where you can almost imagine yourself being a part of the building’s story. Later, we evolve the look into a sleek, modern, clean design that compliments the building’s aesthetic.
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Marketing Collateral
When we looked at the customer journey for Ivy, we wanted to ensure we gave the hidden gem campaign its moment to shine before we went directly into our lease up phase. Early pieces highlight a fill in the blank style area where you can almost imagine yourself being a part of the building’s story. Later, we evolve the look into a sleek, modern, clean design that compliments the building’s aesthetic.
