The Beach Brand & Lease-up Campaign

‍websites

I had the opportunity to lead Dark Roast Media's work on LeFrak's flagship property on the Jersey City waterfront, The Beach. Despite the challenges of launching a brand and lease-up campaign during COVID, we worked together to create a visual identity, website style/direction, collateral, digital ads, onsite/directional signage, and an out-of-home signage package that raised the bar for rentals in Jersey City. Additionally, I directed the rendering team on a number of the property’s renderings.

In July 2021, LeFrak ownership declared The Beach as the company’s fastest and most successful lease-up to date.

Client

LeFrak (B2C)

Services