A partnership by Novus Residences and Cafritz Interests, e-lofts offers a new approach to loft-style spaces — converted office buildings with tall ceilings, big windows, and ample parking — zoned for living, working, or both. The innovative hybrid concept is adaptable to changing market conditions, built to meet demand wherever it’s highest, and push the public to rethink the boundary between home and work.
The e-lofts team tasked Streetsense with developing a brand that could simply explain the hybrid live/work concept and resonate with each of its distinct audiences. Streetsense created an imaginative logo featuring origami, an instantly recognizable motif, to clearly communicate e-lofts’ flexible model. Streetsense then launched an innovative integrated marketing strategy to drive commercial and residential leases, rolling out the new brand via a pocket brochure, stationery suite, rack brochure, explainer video, and keyword-optimized website featuring curated user experiences for each target audience segment. Focused on ensuring sustainable success, Streetsense developed an extensive sales training manual with onsite workshops for the e-lofts team; created a blog to serve as the brand’s content hub; cultivated a branded content strategy across Facebook, Twitter, and Instagram; crafted a digital advertising strategy; and coordinated influencer partnerships — including a panel with West Elm — to promote the brand. These efforts resulted in media coverage by acclaimed outlets including the Washington Post and WTOP Money, a bump in average time spent on the site from 97 to 193 seconds from October 2016 to February 2017, and nearly 900,000 engagements — including likes, comments, shares, and clicks — over a nine-month time period.