Cobalt Lofts

Challenge:

Cobalt Lofts, a new residential development, is located in the Riverbend District in Harrison, New Jersey, along the Passaic River and next to the Red Bull stadium. The second development in the new district, Cobalt Lofts features upscale luxury apartments and lofts designed for the growing Millennial and Generation Z markets that are attracted to the location’s convenience and the building’s amenities. The development teams, Advance Realty and Debartolo Development, engaged WRK Partners to name, brand, and market the new apartments in tandem with the branding of the entire Riverbend District.

Solution:

Beginning with an intensive review of the target market and current/planned communities nearby, WRK Partners created an in-depth study of the target markets and their behaviors. Understanding the Millennial and Generation Z mindsets, we then set out to create a look and feel that would be inviting and engaging. WRK Partners created an identity that differentiated from the current and future planned developments while considering the Riverbend District brand as a whole and the building’s unique aesthetic. In line with the bohemian-inspired interior design, the new brand encouraged creation, artistry, and personal development. The tagline, “The Energy’s Inside,” captured the motivation both inside the building and inside oneself.

We worked closely with the development, marketing, sales, and public relations teams to develop print and digital collateral, including a new website that integrated with third-party leasing software, print brochures, gift items, exterior signage, and more. As an active ongoing member of the team, we work closely with all parties to ensure that all creative and marketing needs are met on a continuous basis. The result has been a successful launch with ongoing positive leasing activity.