The prospect of working with Sugar Hill Capital brought an exciting opportunity to take the New York state of mind across the bridge to Brooklyn with their new development on one of Brooklyn’s most prominent parkside properties – where Manhattan living is replicated in a stylish Great Gatsby-era building.
One Prospect Park West offers all the possibilities of a new development as well as the rich history of a building that once housed a ballroom, theatre and bowling alley. Nostalgia for the glorious days of the roaring 20’s structured a brand identity for the new development and its ambitious plans to tempt the die-hard Mantahtenner away from the Big Apple.
The big idea for the project – articulated in a rich visual and verbal identity – tapped into a collection of future memories where would-be buyers imagine, or ‘remember’ their lives at One Prospect Park West – leveraging a sense of familiarity, and the comforting, authentic feeling of a memory ‘from home’.
As the saying goes, a picture paints a thousand words, so photography was the perfect medium to communicate emotional prompts to our would-be buyers, helping them imagine their memories at One Prospect Park West. Like flipping through a future picture album, we shared the developments’ exciting amenities – a wellness club, a rooftop garden, and a private curated art gallery – through the lens of a memory. Telling the story of possibility but with the comforting sense of coming home. Poetic notes accented our photographic communication, adding personality and the sense of ‘moments captured’ that handwritten notes hold.
The campaign was played out across digital and print channels as well as outdoor and ad campaigns, to reimagine the opportunities of Brooklyn and this exciting new development seeing old world nostalgia with fresh eyes.
