Park Place
Rooted in Flagstaff, Elevated in Park Place
THE EXECUTION
Developed the full creative direction and campaign concept, designed the postcard suite, and executed on-site event management during move-in. Directed visual identity, messaging strategy, print production, and first-touchpoint execution to maintain cohesive brand storytelling.
Strategically planned and produced move-in resident programming, initiated vendor relationships, managed activation logistics, and supervised event operations to transform arrival into a coordinated, high-impact brand experience.
THE IMPACT
From the 500 move-ins, a 60% participation rate was achieved, with over 300 residents attending at least one event. The campaign extended digitally, with the primary Instagram carousel organically reaching 16K+ views, generating 150+ likes and 60+ shares.
Resident response reflected strong emotional resonance, with positive direct messages and increased inquiries about future programming. Approximately 350 residents kept their postcards, and nearly 100 displayed them in their apartments, reinforcing sustained brand visibility beyond move-in week.
The activation successfully elevated first impressions and established a scalable experiential framework designed to strengthen early-stage belonging and long-term resident affinity.
THE CAMPAIGN
Icon’s first official move-in campaign, designed to transform arrival day into a branded experience through intentional storytelling and a collectible keepsake postcard.