Live Historic
Creating a new brand with old buildings
There’s a simple truth in architecture — the most sustainable building is one that already exists. This idea is at the heart of Live Historic, a collection of pre-1940’s vintage condominiums. We created this brand program for a Seattle developer that thoughtfully refreshes historic buildings with modern interiors.
With multiple properties across the city, we crafted the strategy of marketing them all as a collection. Much like a fashion label, this allows for changing inventory (only with much larger product). It also centralized marketing efforts.
Early on, we recognized that this brand shouldn’t hinge on preserving the past, but embracing urban life today. Classic? Yes. Fresh? Yes, that too. All efforts were driven by our internal mantra, “take the ‘grandma’ out of it”.
As the brand concept formed, it influenced every aspect of project development. We collaborated with architects, interior designers and staging companies to align everything “on brand”. We even compiled a soundtrack for the sales center.
We defined the Live Historic audience more by attitude than age (or other tidy real estate demographics). Vintage buildings in urban neighborhoods have unique appeal. We knew that a connection to city culture was key.
Every bit of brand communications was designed to balance grace and wit. We weren’t just peddling amenities, we were selling a point-of-view. One that would resonate with and inspire the affections of would-be buyers. And for “wouldn’t-be” buyers? Well, we weren’t concerned with them.
We developed the Live Historic brand program from concept to launch in record time. This included visual identity, marketing collateral, website and digital marketing, events, site signage, advertising and direct mail campaign.