What REA Produced: Branding, naming, verbal brand, collateral
About the property: In this particular case, REA was chosen by one of the smartest 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.
How REA approached the design process: Following a competitive pitch, REA was asked to develop a strategic approach to marketing communication. The integrated campaign included the naming and brand development for the residential buildings. REA’s aim was to articulate the overall quality of ‘Modern Living’. The inspiration for the name Sedona and Slate stemmed from the exterior architecture of the residences.