An apartment brand that celebrates sense of place
Tempe, Arizona is a lively college town filled with rich local heritage and a vibrant food scene. So it’s no surprise that apartment real estate developers were flocking here in 2015. Yet among all the shiny new faceless glass buildings and facades, Forum Real Estate Group wanted to create a different kind of experience for Mature Millennials—one that was true to the city and surrounding neighborhoods of Tempe. From naming and identity to positioning and programming, we created an apartment brand as authentic as it was unique to stand out in a sea of rental sameness.
Client
Forum Real Estate Group
Industry
Real Estate
Services
Research and stakeholder interviews
Brand blueprint + narrative
Identity
Naming
Website copy
Integrated campaign
“Bigmouth dug in and did their research to understand the unique views and nuances of the people of Tempe to craft The Local. They delivered a vibrant brand with a distinctively sophisticated, creatively gritty vibe that has us beating our expected lease-up pace.”
Teresa Hanson, VP Brand Strategy, Forum Real Estate Group
- Native soul: A mix of heritage and modern, including a nod to the 90s music scene, outsider art and multi-use spaces for artists
- Warm welcomes: Sophisticated, cozy and effortless touches with accents that evoke instant familiarity, deepen visual interest and encourage playfulness
- Distinctive discoveries: Fresh twists around familiar turns and experiences that deepen curiosity and delight in everyday moments
- Community connections: Friendly, communal areas and programs anchor the space and promote interaction and diverse perspectives
- Smart conveniences: Technology that makes life easier and more intuitive
- Organic flow: Natural elements and fluid lines provide inspiration and movement