The client, Mandrake Capital, needed a brand name for their new construction multifamily property in Gastonia, NC. The property offers many different layouts — cottage homes, duplexes, and apartments — and needed a name that appeals to a wide range of audiences, spanning different ages, life stages, and family types. To match their luxury offering, they wanted a long, sophisticated name with a location qualifier, but they didn’t have a location qualifier in mind.
luxury multifamily naming process
I researched the location map, history, demographics, and competitors to deliver 7 distinct name options.
During internal review with Agency FIFTY3, I received pushback on the name Ivory on Long Creek. I stood by and defended my creative choices, but to compromise, I also added 2 new names to our deliverable.
The client chose Ivory on Long Creek a record-breaking 23 minutes after the email was sent. This was a round-one name selection with no edits.
shayesie 