A New Urban Oasis - Lafayette Place Lofts

Posted: February 14, 2012

Topics: Strategy

We love projects that we can sink our teeth into – especially when they benefit our community. That’s why we were ecstatic when we learned about Lafayette Place Lofts, the latest (by 30 years) and largest (nearly $20 million) construction investment in Downtown Pontiac. The über-hip Lafayette Place Lofts, will serve the community with great places to live, great fresh food at the Lafayette Market and fitness at a new Anytime Fitness facility.

With so much to be excited about, we jumped right into the project with our creative hats on and produced a multifaceted marketing campaign to introduce the project to the public. With such a wonderful investment in our community and local economy, we could barely harness our excitement and we believe the campaign success is a demonstration of our feelings for Lafayette Place Lofts.

We began with the brand.

The Lafayette Place identity was inspired by the historic nature of the building and designed to fit with the architectural cues and overall feeling that the property possesses. The circular marks and vintage art deco-style typography harken back to the period of the building's original development but also takes a modern spin with the contemporarily crafted ligature letterforms. It is a good balance of old and new that provides a timeless look with both urban appeal and historic charm. The colors were chosen to reflect the fresh and vibrant downtown attitude and natural colors associated with market produce.

Then we moved on to the message.

For such an important investment in Downtown Pontiac, it was imperative that the key messages in support of the project hit strategic notes to; communicate the public impact, address the need for such investments in the community, and discuss the history of the building. With these priorities in place, we developed a successful PR campaign which encompassed all facets of local and regional media, including 19 stories to date and significant key message pick up. Click on the below logos to view a sampling of the Lafayette Place Lofts media coverage.

With the initial public push behind us, we look forward to further supporting Lafayette Place Lofts through 2012. For more information about the project, visit (the PUSH 22 designed and developed) www.lafayetteplacelofts.com.

Click on a news outlet below to view coverage: