View 14 is a luxury apartment community located on D.C.’s 14th Street, just off the bustling U Street corridor. Delucchi Plus developed the brand story, website, collateral materials, and digital campaigns to lease the community. The community has a total 185 units and was targeted to young, hip, urban dwellers that were willing to live in an edgy area that was just developing. The campaign focused on the building’s sustainable mission and expansive city views. Capitalizing on the community’s elevated location and contemporary living solution, we deployed centerd the campaign on a simple message: “A New View on Life.”
90% of the community was leased in less than 10 months — record results in 2009’s struggling economy.