Proverb Takes On San Francisco Apartment Branding Assignment For Fairfield Residential

Proverb Takes On San Francisco Apartment Branding Assignment For Fairfield Residential

BOSTON — Fairfield Residential, a national multifamily real estate company, has named Proverb, a multidisciplinary branding agency, as its creative partner for the branding of L SEVEN, a 410-unit apartment community in San Francisco’s SoMA district.

Proverb worked closely with Fairfield Residential’s national marketing team to develop a name, brand identity, website and suite of marketing materials that would turn this mixed-use development into a buzzing hub of creativity, according to Proverb’s Managing Director, Daren Bascome.

Located in a neighborhood that is home to many of the city’s startups and entrepreneurs, L SEVEN pays tribute to those once labeled as “geeks” or “squares”—now the rock stars of San Francisco’s tech-driven economy. The development’s new tagline is, “Move In, Stand Out,” and its website welcomes all “Sore Thumbs, Square Pegs, Different Strokes and Three Dollar Bills.”

According to Bascome, the bold, independent brand is complemented by noted street photographer Travis Jensen’s gritty, black-and-white images of the neighborhood. A robust website, designed and developed by Proverb, is now helping to drive a swift, successful lease-up, along with an array of print collateral, building and construction signage, email marketing tools, and other branded assets.

The brand and website fully launched in late summer, according to Fairfield’s National Director of Marketing, Vikki Sherman, and the building is now accepting its first wave of residents.

Fairfield Residential Company LLC is among the most experienced multifamily real estate operating companies in the United States. A privately held corporation, Fairfield offers a diversified product line including new construction of luxury apartment homes, university student housing, tax credit affordable housing properties, and redeveloped apartment homes in urban and suburban infill neighborhoods. Fairfield Residential is active in over 35 geographically diverse markets across the country, and employs approximately 1,500 people, as well as numerous local contractors and subcontractors. More information at: http://www.fairfieldresidential.com

Proverb is an agency focused on building powerful brands and creating a more thoughtful world around us. They partner with innovative real estate developers, cities, hotels, museums, architects, hospitals and other organizations that seek to transform the built environment. Proverb’s work connects with smart, sophisticated audiences, stands out from competitors and creates lasting value for our clients. For more information, please visit: www.thetruthmadesimple.com.