AvalonBay Communities is a vibrant mixed-use community in Newcastle, Washington, targeting a wide range of audiences, from established singles, young families and empty nesters to retailers. The community features common spaces, shops, restaurants, and innovative apartments and townhomes–all surrounded by a network of forested trails. Our assignment was to create a brand for this signature property that offers upscale urban conveniences in a lush natural setting.
In order to understand our client’s unique offering and its competitive landscape within the region, we conducted stakeholder interviews as well as an audit of competitive developments to assess appropriate positioning, messaging, and visual approaches. We leveraged the differentiating attributes of our development to tell a brand story that goes beyond modern and upscale. Our brand essence, “Vibrant Center,” and name, Newcastle Commons, highlight the connections that come from shared spaces, and call on the positive associations that exist with the Newcastle area.
While it is still too early for sales results, our identity and website are establishing Newcastle Commons within the area as remarkable new lifestyle opportunity. With a visual language that conveys our brand personality – inviting, active, upscale, relaxed and natural – the identity features a burnished copper image as texture, and the website is refreshingly clean with evocative imagery of what life at Newcastle Commons can be.