TWO TREES - 3OO ASHLAND
Since its founding in 1968, Two Trees, a Brooklyn-based, family-owned real estate development firm, has owned, managed and developed a portfolio worth more than $4b in real estate. Their core belief is “people prosper where neighborhoods bloom.” They understand what’s required to engineer successful neighborhoods, where evolution and preservation are in balance. Owners David and Jed Walentas created modern DUMBO, turning old warehouses into residential lofts. They recreated the derelict waterfront into recreational space, donating urban art, like Jane’s Carousel, giving money and support to improve local schools. Their latest project is a manifestation of all the values Two Trees has employed in its past development. So the brand, celebrated in the real estate world, wanted to finally create a consumer facing message that established the value of its unique development approach, while simultaneously attracting prospective renters to its newest building.
Competition was hot in Brooklyn. There are no less than ten new buildings rising within a five block radius of Two Trees’ newest project. And even despite number of new apartments available, rents in Brooklyn are rising much faster than they are in downtown Manhattan as people migrate to outer boroughs seeking space, brownstones, and a community atmosphere. Two Trees needed to name its newest building, create communications that would establish it as an enduring part of Brooklyn’s physical and cultural landscape, and find a way to stand out in a booming neighborhood.
Luckily, Two Trees’ new building is a uniquely positioned piece of real estate. The building occupies a triangular lot directly at the intersection of historic, diverse Fort Greene and modern Downtown Brooklyn. This natural intersection became the foundation upon which we built the brand, allowing us to leverage both the building’s distinctive address and its dynamic surroundings. This approach also set up the campaign to communicate one of the most differentiating factors of the building: that its first five floors are public cultural space, housing everything from BAM screening rooms, dance studios, Brooklyn Public Library reading rooms and more. This platform positioned the building as downtown meets the park, authentic locale meets ultra modern architecture, cultural proximity meets convenience and access, aesthetics meet utility.
300 Ashland is the address of the building and became both the inspiration for its name, and through our work, a signifier for the collision of neighborhoods, people, influences and styles that occurs in and around the property. The 300 Ashland logo was the centerpiece of the campaign, representing in our visual layouts the triangular footprint of the building on the street, and the proximity of the building to everything its ideal location offers. We utilized model apartment photography and renderings of the surrounding area to showcase the exterior and interior of the building in the context of its surroundings.
With a limited budget and a competitive market flooded with new rental buildings, we decided to rely heavily on our most valuable asset: the building itself. Carefully mapping the exterior of the building construction we utilized the scaffolding as a major media placement. This meant the work was attracting eyeballs from Atlantic Avenue, one of the busiest transport stations in NYC, Flatbush Avenue, a highly trafficked route from Downtown Brooklyn to Manhattan, and Ashland Place and Lafayette Street, the beginning of culturally rich Fort Greene. To support these high profile out of home placements we created digital versions of the work for media across New York City real estate listings, and implemented digital out of home targeted to stations where Manhattan to Brooklyn commuters were most likely to see the work.