The Madison Group

CASE STUDY

INTRODUCTION

We were thrilled to work with Madison Park Financial on their latest real estate development projects as their Brand Consulting and Graphic Design Studio. They were constructing and launching two new properties, Bakery Lofts in Emeryville, CA, and Lampwork Lofts in West Oakland, CA, and needed a strategic partner to help with the rebranding and brand launch.

MyGroove Design, Inc. was prepared for the challenge. We delved deep into their target audience, competitors, and the properties' unique selling points. From there, we created a comprehensive brand identity campaign with the goal of increasing brand awareness and strengthening the parent and sub-brand messaging.

CHALLENGE

One of the most difficult challenges was developing a brand that would appeal to both current and prospective residents of the projects. To address this, we focused on developing a narrative that highlighted the projects' unique features and amenities, as well as the vibrant community of Oakland.

OBJECTIVE

The goal was to rebrand the projects and launch them with a strong, cohesive brand that would raise awareness and resonate with the target audiences.

We also wanted to collaborate closely with Madison Park Financial's executives and internal staff to understand their project and company goals.

SOLUTION

MyGroove Design, Inc. jumped in headfirst, conducting extensive research and analysis to understand their residents' needs and desires and the holding company’s assets portfolio.

We began by conducting extensive research and site visits to learn about the company's history, mission, culture and values, as well as the needs and preferences of the target audience. We defined the brand for the parent company, Madison Park Financial, and established a new image for the Bakery Lofts Lifestyle Brand using this information. We wanted to convey a sense of community and urban living, with an emphasis on the building's and the surrounding area's historical elements. Following that, we worked on the Lampwork Lofts Brand, which we wanted to position as a modern and sleek option for city dwellers.

We created innovative branding strategies and solutions to bring these brands to life. We created and designed both properties' new visual identities, marketing materials, and collateral, as well as their new websites. For engagement, we used visual storytelling and experiential branding.

We also created a strategic plan for key executives, internal staff, and partners to ensure that everyone was on the same page and ready to support the new brand revitalization efforts.

RESULTS

As a result of our efforts, Madison Park Financial was able to stand out in a competitive market and attract the right residents for their properties. We were honored to be a part of such a game-changing project and look forward to future collaborations.