San Francisco, CA
Branding and Digital Marketing
The Martin was designed to seamlessly invite prospects into the lively ecosystem of the Dogpatch District in San Francisco. Named after the Martin Brothers Shipping Company, a former occupant of the project site, The Martin offers 92 luxury apartments with unobstructed San Francisco Bay views, waterfront access, and close proximity to one of the nation’s strongest job markets—downtown San Francisco.
The goal for The Martin’s brand concept was to take existing creative direction and build out the persona behind the brand. Greystar desired a campaign that needs to tell the story of Who The Martin Is… Maybe the Martin is a pet, a person, or an inanimate object – the options were endless. We were looking to craft a boutique and authentic look-and-feel that avoids feeling over-stylized and quirky.
Live Creatively. Created with a specific tribe in mind, The Martin is designed for those who value individuality, who dare to be inspired, and who appreciate the unexpected touches that make life inspiring. A place where opportunity meets accessibility, connection meets creativity, and where culture meets home; welcome to The Martin.
Based on The Martin’s existing logo design, we introduced a progressive brand concept and crafted a campaign that tells the story of “who” The Martin is. Creative channeled the vibe of Dogpatch into a “make-it-your-own” invitation to prospects. Messaging was consistent with exploring the world outside your door, creating unique experiences within your own walls.
Greystar chose a primarily black and white palette with bold pops of yellow, providing a modern, urban feel.
Unique photo layouts create a sense of exploration and discovery, simulating a walk through The Dogpatch neighborhood.
We showcased the vibrant neighborhood throughout The Martin’s collateral pieces with a mix of classically-styled black-and-white photos and full-color imagery.