Nestled in the historic French Quarter of Charleston, South Carolina, on a 300 year-old street, is an exquisitely renovated luxury condominium called The Cumberland. It is the newest edition to a living museum of well-preserved 18th and 19th century architecture, legendary cobblestone streets and enchanting courtyards accessible through iron gates. Both quaint and buzzing with life, the French Quarter is a neighborhood with a vibrant, creative personality.

We were brought on to develop and design the look and feel across the marketing mix including logo, tagline, print ads, sales collateral, signage, website, and film. With the asking price above $1 million, it was necessary to establish a point of view that would attract a sophisticated buyer who would appreciate the historic qualities of the Cumberland.

We crafted the story around the message - "Live in the past." Typically, there's a stigma associated with living in the past; we're forward-thinking by nature. But our target buyers were those who would be inspired to own a piece of it.

To connect the audience to this idea, we attached authentic mortise door keys from the 1800's to each sales kit. Charleston is notorious for iron gates, made famous by renowned blacksmith, Philip Simmons. Each of the keys symbolized the unlocking of the ornate gates that allowed entry to the property.

The sales kit features a series of postcards with commissioned photography paired with short poems. This, combined with a video shot in downtown Charleston with a 16 mm camera, created a unique and authentic expectation to what buyers might encounter when they stroll the historic neighborhood.


Scope of Work:

Brand Strategy
Positioning
Creative Direction
Logo
Tagline
Sales Kit
Copywriting
Print Advertising
Website
Video
Signage
Photography