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Location-based Branding: A Case Study of Aspire on 10th

Written by Stacey Feeney on . Posted in All Articles, Branding, Case Study. No Comments on Location-based Branding: A Case Study of Aspire on 10th

The Challenge

In the competitive Sarasota real estate market, Aspire on 10th needed a serious edge to stand out. We recognized the opportunity to paint a new picture for our target audience:  young professionals who weren’t just looking for a place to crash but craving a vibrant, cultured, and undeniably cool lifestyle.

The Opportunity

Sarasota has long been a vibrant hub for the arts. With its world-class museums and thriving galleries, it has a palpable creative energy. So our work for Aspire on 10th wasn’t about simply promoting an apartment building; it was about tapping into that artistic spirit. We wanted our prospects to imagine waking up just blocks from Bayfront Park, with the Performance Center practically on their doorstep and the arts district a stone’s throw away. We needed them to feel they’d have a front-row seat to the cultural scene. And we could not let them forget the property’s unique history – built on the former worksite of a renowned sculptor (we’ll call him the 8M dollar man, as his last sold piece commanded that price), nestled among majestic grand oaks. This rich history provided a compelling narrative that we wove into the very fabric of the brand.

Research & Strategy

When figuring out who we were targeting, we weren’t just throwing darts at a board. We dug deep to understand our ideal residents. Who were they? What did they care about? We accessed comprehensive demographic and psychographic data to understand our prospective residents: young professionals, 26-35, with the income to play. We learned that they crave a vibrant urban lifestyle: walkability was a must, amenities were a given, and access to the city’s cultural heartbeat was non-negotiable.

Next, we needed to assess the competition and strategize. There was plenty of competition. The Sarasota market is flooded with luxury apartments. How would we stand out? We had to get down to the nitty-gritty of our key differentiators.

We had a few aces up our sleeve. 

First, location, location, location! Bayfront Park, the Performance Center, the arts district—we were right in the middle of it all. We had unparalleled access to the city’s pulse, precisely the culture-forward lifestyle our residents were seeking.

Then there’s the history. Aspire on 10th is built on the former studio site of a world-famous sculptor. Creativity and artistry are ​​foundational to the property—that’s a story that writes itself. 

Finally, the amenities: a dog park for furry friends, a fitness center with Pelotons aplenty, a pickleball court for some pulse-pounding competition, a golf simulator named “Deep Green,” and even a dedicated craft room. Who wouldn’t want to live here? If you’re being honest, you’re thinking about it right now.

Implementation

The strategy for Aspire on 10th focused on highlighting the property’s unique character and leveraging its connection to the local arts scene. Marketing materials featured the property’s historically artistic significance, using vibrant and creative (and bespoke) design elements. Collateral consistently reinforced the “Creative,” “Appreciative of Culture,” “Likes to Walk,” “Urban Environment,” and “Modern” aspects of the Aspire on 10th brand. The exclusive amenities were featured across the board, enticing the target audience to opt in and choose the lifestyle that they didn’t know they were craving.

The Big Picture

The Aspire on 10th case study demonstrates the power of leveraging a community’s unique cultural identity to create a successful multifamily brand. By embracing Sarasota’s vibrant arts scene and focusing on the needs and desires of its target audience, the Aspire on 10th brand is establishing itself as a leading multifamily brand— artfully.

Conference Branding that Makes an IMPACT for Property Management Company

Written by Stacey Feeney on . Posted in All Articles, Branding, Case Study. No Comments on Conference Branding that Makes an IMPACT for Property Management Company

Setting the Stage: A Dual Celebration

When JVM recently asked us for help with a project, they were preparing for a dual celebration: their 50th anniversary and their 2025 Managers Conference. As a close-knit, dynamic real estate investment and property management company passionate about its work, customers, and people, it was essential to everyone that this event truly reflected company values.

The Challenge: Capturing “Impact”

They already had a conference theme in mind: “Impact,” which perfectly encapsulated their focus. They had begun the branding process, but the initial results weren’t quite resonating. They explained that the theme was about understanding the ripple effect of every decision, the interconnectedness of actions and outcomes, and the importance of clear, effective communication. It was about recognizing that every interaction, from internal teamwork to resident engagement, has an impact. And since the conference coincided with their 50th anniversary, they wanted branding that conveyed the “Impact” theme and honored their rich history.

Our Approach: Crafting a Visual Narrative

We understood the challenge—this wasn’t just about slapping a logo on some materials. This project was about crafting a visual identity that embodied JVM’s values and vision. We dove deep into the theme, exploring ideas like the butterfly effect and the interconnectedness of actions. We knew priority one was visually representing how each individual at JVM contributes to the larger whole, creating a powerful collective impact.

The Solution: A Logo That Delivers

The logo we designed delivered the goods, effectively capturing their vision. Sophisticated and dynamic, it interweaves the letters of “Impact,” demonstrating how one action flows into the next, building momentum and creating a powerful chain reaction. A single, continuous line running through the lettering symbolizes the unifying force of JVM, the common ground that connects everyone within the organization.

Beyond the Logo: Extending the Impact

The logo was just the beginning. We extended the visual identity across all conference materials, from signage to collateral, using an abstract grid system to represent the individual contributions of each team member. The “Impact” letters, deconstructed and rearranged, further emphasized the idea of individual pieces coming together to form a powerful whole. While paying homage to JVM’s familiar blue and gold, the vibrant color palette introduced new energy. The narrative of cause and effect continued with overlapping elements, visually demonstrating how every action influences the next.

The Result: A Brand Experience That Resonates

The result was a cohesive and compelling brand experience that resonated deeply with JVM’s team. It wasn’t just about pretty visuals but about capturing the essence of “Impact” and celebrating JVM’s 50-year legacy. We didn’t just design a logo; we crafted a visual narrative that told the story of JVM’s commitment to making a difference. And that is the true measure of impact.

Modernizing a Brand: The Apartment Geofencing Case Study

Written by Stacey Feeney on . Posted in All Articles, Branding, Case Study. No Comments on Modernizing a Brand: The Apartment Geofencing Case Study

Sometimes brands are born overnight, cobbled together with the best intentions and a Fiverr gig. That was the humble story of Apartment Geofencing’s day-one branding. A quick fix, a placeholder, it served its purpose initially. But like a house built on sand, it wasn’t sustainable. The more it evolved, the less cohesive it became, and just-for-now designs popped up like weeds—creating a disjointed, dated look. It simply didn’t reflect the sophisticated services AptGeo offered, nor the evolution of the company itself. 

When Apartment Geofencing first came on the scene, literal interpretations worked well. Their name even included the “.com” from their website URL and their logo displayed a dropped pin amidst a city backdrop. But times change, and successful companies adapt, pivot, and rebrand. 

With considerable changes (and new offerings) on the horizon for their larger company, they needed a brand that matched their ambition and said, “We’ve arrived.” Their tactical goals were clear: align their visual identity with the high quality of their services and, as they put it, “make ourselves look better.” And that’s where Zipcode Creative came in.

The Approach

Apartment Geofencing came to Zipcode Creative’s team with a request for a brand refresh—a modernization with visuals that would abstractly represent the multifamily industry as well as their geofencing service.

RESEARCH, DISCOVERY, AND REQUESTS 

After some digging and research Zipcode Creative discovered that Apartment Geofencing was actually referred to as “AptGeo” internally, which was eventually adopted by their client base and other industry friends to make the full name quick and easy. (An indicator of things to come, certainly.) The new nickname stuck and now better conveys the brand’s friendly, easy personality.

By filling out the brand questionnaire, AptGeo also indicated that they wanted to add the following traits to their brand’s personality: can-do attitude, dedication, trustworthiness, confidence, and high capability.

As for colors, they elected to maintain a closely related yet refined and simplified color palette. They hoped to maintain but refine their current palette and see a few alternatives during the rebranding process.

DIFFERENTIATORS 

Apart from being the leaders in their geofencing space, AptGeo had plenty of differentiation to set them apart from any competition. With decades of industry knowledge, they are tailored for multifamily, offer dedicated account management and support, and always keep fair housing in mind.

Something that was clear, even to our team during various calls and brainstorming sessions: They’re one of the best places to work in multifamily (and have been awarded for it, too.) This positive, fun culture also had a place in the art direction for the rebrand.

The Results

The visual identity was based on a bird’s eye view of a city. With this “experts from above” perspective, geometric elements in the new brand mimic the tops of buildings and street grids—in an abstract way, of course!

The colors were strategically chosen to connect back to the original brand to maintain some brand recognition, but we cranked it up to better fit their upbeat personality.

Initially, their team created a black-and-white grid-style logo, which worked well as a brand stamp, but still needed a touch more versatility. So our design team stepped in and helped it evolve into the cooler, newer version of themselves.

The rebrand’s impact is already evident. Leads are flowing through previously quiet channels, like the website chat, and treasured clients enjoy seeing the in-house nickname’s starring role. Internally, there’s a renewed sense of pride, with employees sporting new swag and swagger. AptGeo’s reaction? Pure joy. This “labor of love” feels special. Moving forward, they’ll lean into the modern, tech-forward AptGeo name, using the refreshed brand to attract new clients, make a stellar first impression, and solidify their reputation. They know a strong brand isn’t just about aesthetics; it’s about mirroring their exceptional customer experience and being seen as a trusted partner, handling client creative with expertise and care. Can we get an “Amen!”

See more images of the rebrand here.