How can a new real estate venture build both brand and community?
There are few target audiences as sophisticated – or selective – as the creative class of Williamsburg. They’ve seen it all, and image is everything. Luckily, we started out in the 11211 so we know the neighborhood. Richard and Morris came to us with a great concept for a new, contemporary, amenity-rich coworking space in a fantastic location at the intersection of Williamsburg and Greenpoint on the edge of McCarren Park. We love a launch, so we grabbed fellow founded-in-Brooklyn design team Dress Code and created fresh, minimal branding, and worked closely with architect David Bers on the flow and feel of the space. Pressler Collaborative brought the brand to the audience through media announcements, grassroots promotion on Brooklyn blogs, strategic partnerships with area businesses, sense of humor on social media, and of course, an on-site launch party with local DJ and beer by Brooklyn Brewery. When The Yard launched its first Manhattan location, we fine-tuned the branding for its new audience and produced its launch event.
“When my partner and I opened a coworking space in 2011, the concept we chose was a bit of new territory for us. My architect referred Ciara to us and from the first moment, we felt like we were in the right hands. Ciara completely molded our image from day one: she came up with the perfect name, perfect web design, and perfect image that we were able to put out to the public.”