Philadelphia’s Newest Square, Lincoln Square, needed an integrated brand solution to bring the mixed-use property to life. Co-developed by Kimco Realty and Alterra Property Group, the project comprises over 3.4 acres at the intersection of where South Broad Street meets Washington Avenue. This multi-use project features prominent retailers like Sprouts Farmer’s Market, Pet Smart, Target, Chase Bank, Chipotle, Sprint, Starbucks and 322 apartments. The team at Lincoln Square needed to grab the attention of the neighbors in the surrounding areas and potential residents across the region. Their target audience was working adults who wanted to be a part of a hub of activity.
The Neff engagement included logo design, branding, website design and development, photography as well as the lease-up and launch which included social media, public relations and advertising. The integrated marketing campaign contributed greatly to the project’s success by two highly successful real estate developers. Our team set the tone and messaging, which led to momentum and excitement in Philadelphia for the launch of the building.
Through a series of word mapping and brainstorming, our team drafted over a dozen mission statement possibilities, ultimately narrowing it down to the final choice. The statement captures the unique location, the convenience, and the luxury that Lincoln Square brings to Philadelphia.
The logo was designed to highlight the opportunity of this unique location housed on an entire city block, the visual reflection in the square’s name, and to reference the project’s foot traffic throughway known as Lincoln Walk.
Our team carried the branding through a business card design and an extensive brochure design to portray the vast amenities Lincoln Square has to offer their tenants.
After the completion of the branding and website, Lincoln Square took to the streets with out-of-home advertising that showcased the fun, modern feeling of the building.
The responsive website highlights all of the best-in-class amenities, stunning city views and accessibility. To reflect the nature of the square, the website was designed in a modular grid layout.
The Social Media Team worked hand-in-hand with our PR Team to establish the Lincoln Square Brand with stunning visuals of the amenities and views at the building as well as highlighting the tenants of the retail stores.
It was the PR and Social Media’s team to raise the visibility of the Lincoln Square Brand and differentiate it within the Philadelphia real estate market. The PR Team was tasked with launching the building and positioning the new largest mixed-use space.
Photography by Neff and Lincoln Square