By REA President Michael (G to the G ) Goodgold
I have to say, I love a good groundbreaking ceremony. The air is filled with hope and promise; I can feel the development team’s collective excitement — well deserved after countless meetings, sleepless nights, and three grueling years of nearly no new construction.
You know when I love a ground breaking even more? When the Real Estate Arts team is in charge of the project’s branding and marketing.
In this particular case, we were chosen by one of the smartest (not just because they chose us) and most dynamic developers from the Washington, D.C. area: the JBG Companies. They have a long history of delivering superior projects in the office, residential, hotel and retail development, such as 300 New Jersey Ave in D.C.; Central Place in Arlington; and the Department of Transportation in D.C.
Recently, JBG broke ground on a two-building residential project along Clarendon Boulevard in Rosslyn, VA. Formerly called Rosslyn Commons, the development’s name has been changed to Sedona and Slate and will consist of two 14- and 12-story towers that will bring over 450 residential units to the area. Twenty-five townhouses will also be built as part of the project once construction is completed on the towers.
JBG has not said what the mix of units will be between rental apartments and condos. In past months, the firm has indicated that it is leaning toward rentals, but that one of the two towers might ultimately deliver as condos — market conditions permitting. The project will include a rooftop pool and fitness center, and there will be a plaza between the towers. The residences are expected to be complete in 2012.
“Drawing reference from the facade of the two distinct buildings, we developed brand identities that clearly conveyed their personalities,” REA Creative Director Paul Dunn said.
Check out the Sedona & Slate identity below. We’re looking forward to getting it fully into the market and creating strong results for JBG.