Get people over the Staten Island stigma.
Lighthouse Point / Brand Strategy Lead, CO OP
How do you change perceptions of what a place can be?
Challenge: A mixed-use project on the shores of the New York Bay, incredible views, steps from the ferry terminal, in a growing neighborhood. The problem: Staten Island. This barrier was too great for hoteliers, retailers, and future residents to cross. Our client couldn’t even get them to visit the site. Those who did were wowed by what they saw.
Solution: Embrace the unique perspective of this place. Launch with a brand film that brought that perspective to life, and brought the feeling of the place directly to the people. The identity, film, story, and website helped Triangle Equities secure a deal with Westin Hotel. Retail and Residential efforts are currently underway.
Brand Positioning / Brand Story / Communications Strategy / Messaging