I led a winning pitch for all branding and marketing collateral on behalf of Creative Soldier for a new high-end apartment building in the Prospect Park neighborhood of Brooklyn.

The property, 111 Montgomery, is being developed across the street from, and in a lot previous owned by, the Brooklyn Botanical Garden. I drew on that heritage to create a fresh, organic brand that inspires millennials to thrive—and move in!

Botanical elements exist in the majority of brand efforts—from copy to color palette.

The goal was a brand that felt equal parts cheery, relaxing, and aspirational.

Just as the garden exhibits seasonal change, so too do aspects of the web design and messaging. This includes taglines that adapt to changing weather conditions, as well as foliage and scenic shifts that come into effect as fall and winter approach.

The neighborhood around 111 Montgomery is studded with attractions and cultural gems. For OOH ads and construction fence wrapping, these landmarks are given a visual voice.

With the property still under construction, we featured the area’s locals and sites in order to give potential tenants a sense of what life is like just across Prospect Park and BBG. These lifestyle videos live on the neighborhood section of the website for an intimate look at the surroundings.

For the sales office, I interviewed and featured local business owners who shared their thoughts on the neighborhood. With their participation, visitors could get a better feel for what makes the community one-of-a-kind.