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. However, competition is hotting up 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.
ONE STORY: UNLIKE EVERYTHING, IN THE MIDDLE OF EVERYTHING
Luckily, Two Trees’ new building is a uniquely positioned piece of real estate which helped to set the building apart. 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, its dynamic surroundings and the unique cultural programming of the building. Our Brand Story Unlike Everything, In The Middle of Everything positioned the building as downtown meets the park, authentic locale meets ultra modern architecture, cultural proximity meets convenience and access, aesthetics meet utility.
MANY VOICES: THE BRAND
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 represented 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.
Occupancy of the building is already at over 90%, achieved in a record time frame.