90% in 90 Days
Client: Roseland Residential Trust (Now Veris Residential)
Weehawken was mid-revival, the waterfront had gone from industrial shipyards to luxury living, but competition was fierce. With new developments rising every quarter, the challenge was positioning. How could RiverHouse 11, the latest addition to a $2 billion, 200-acre waterfront development that featured residences and retail, world-class views of the New York skyline, gain a competitive edge.
We created a brand identity that captured the spirit of what the building brought together: industrial grit and sleek modern living. Within three months of opening, and against a market flooded with new inventory, it leased 90% of its units.
We went eclectic with bold color, textural patterns, analog photography, and active declarations and copy that read like an artist's statement to reflect the neighborhood. With the rollout of the Collection by Riverhouse, a campaign to highlight local art and photos inspired by the area, we hoped to further define the community as a residence that strives to be an active part of the community, as well as a beautiful and connected place to live.
