When it comes to creating a great brand, finding the perfect name is only the beginning. It’s a good thing MTC can count on our very own naming guru extraordinaire, senior copywriter Gregg Hutson. The Bixby may sound like a vintage bicycle, artisanal chocolate bar or British invasion band, but in Washington, DC, it’s the name of a brand new, 195-unit, mixed-income apartment community developed by Forest City and Urban Atlantic in partnership with DHCA.
After meeting with the team at Forest City and Urban Atlantic, it became clear that we had to create something completely unique to the market in order to stand apart from the many competing apartment brands that surround The Bixby. On one side, there’s the Navy Yard neighborhood, known for its ultra luxury apartments that offer unmatched access to dining and entertainment. On the other side, there’s Barracks Row in Capitol Hill, where a historic shopping and dining district sets the tone for a more established scene. The architecture of The Bixby was thoughtfully designed to fit within the surrounding area by replicating the row home feel of Capitol Hill; but, with over 30% of the units boasting outdoor terraces as well as three separate courtyards and a rooftop deck, The Bixby really has a vibe of its own.
So, how do you communicate the idea of an urban oasis that gives you the comfort and relaxation of a luxury resort while being central to some of DC’s most exciting neighborhoods? Simple. Just enlist Miami-based artist David Bercovicz to create hand-drawn custom illustrations that highlight the best things in DC with a travel poster aesthetic. Each poster features iconic imagery from nearby neighborhoods and spaces within The Bixby illustrated in a unique style, overlayed by bold typography.
Next, combine those elements with a killer social media strategy, created by Emily Sarecky, that drives engagement like a grand prix racer and call it “The Bixby World Tour”. Released as a series of posters, this aptly named engagement campaign invites prospects to explore their new neighborhood.
Finally, roll out a custom responsive website developed by Zach Salwen that delivers a seamless brand experience along with area photography and an online leasing platform. Optimized for SEO and usability, The Bixby website is one of the first projects at MTC to undergo a new process that leads to tighter integration between blog content and primary site content.
Through the creativity and hard work of the entire team, The Bixby is poised to become one of the most distinctive brands in the DC market. Our social media strategy is paying off with over 1,340 Facebook likes before the building even opens. With an average user viewing 3.5 pages per session and a form submission rate of over 5%, our focus on usability has produced strong, quantifiable results. Everyone at Merrick Towle Communications is excited to continue working on new and exciting brands like The Bixby, that defy expectations and create value for our clients.