Emerald—a contemporary, 12-story twin tower condominium development in Chicago’s West Loop—offers unobstructed views of downtown mixed with eco-friendly designer environs. An ultra-hip $4 million lobby with a luxe great room, fitness center, and private bar area rivals that of many hotels.

Given our previous work for large corporations on a multitude of lifestyle brands, the developers trusted our insight to create an effective marketing approach for Emerald.

UpShift hit the ground running—hired in February with an April sales center opening. It was go time.

To communicate eco-friendly aspects of Emerald, we used a unique shade of chartreuse green as a branding element lavished at every touchpoint.

All communications feature lifestyle imagery that ooze energetic nightlife and eco-friendly appeal: large martini, sexy models and bamboo. Our work went beyond traditional graphic design to include event planning, media buy and fulfillment of early buyer perks.

Just as important as the design was UpShift’s innovative media buy strategy. Emerald connected with buyers 24/7, where they live, work and play.

We changed the way real estate is marketed in Chicago. Emerald is more than a building, it’s a lifestyle. As a result, other developments floundered while Emerald sales soared.

UpShift received numerous awards from:
• Chicagoland Home Builders Association
• Logo Lounge
• Service Industry Ad Awards
• National Homebuilders Association

Industry

• real estate

Deliverables

• brand strategy
• identity/logo
• web site design
• sales collateral
• advertising / media buy
• copywriting
• signage/billboards
• event planning

Entire Case Study

emerald (pdf)

More Information

about emerald

upshift fact sheet (pdf)