The Ask: Inheriting a partially developed brand identity for The Maven presented a unique opportunity. With only basic brand elements in place, we needed to craft a compelling brand narrative that would authentically connect this new development to Mott Haven's rich cultural heritage while positioning it for the future.

The Strategy: We recognized that The Maven's success hinged on bridging two narratives: Mott Haven's status as "New York's next neighborhood" and its deep historical roots as the birthplace of the graffiti movement. This duality became the foundation for a brand story that celebrated both progress and authenticity.

The Execution: Building from minimal existing assets, we developed:

• A comprehensive style guide that elevated the original brand elements

• Social media and paid campaign strategies

• Strategic OOH placements throughout the city

• Two signature brand films capturing Mott Haven's vibrant energy

• Marketing materials that balanced neighborhood heritage with modern luxury

• Digital advertising and email assets
  
  Each element was crafted to showcase how The Maven's contemporary residences complement, rather than contrast with, the neighborhood's authentic New York spirit.

The Impact: The campaign resonated powerfully with potential residents:

• Drove occupancy from launch to 75% within three months

• Successfully positioned The Maven as an integral part of Mott Haven's evolution

• Created enduring brand assets that continue to drive engagement

  
  

See the Maven Brought to life here