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.