Challenge
Brutalist architecture is very divisive…as in most people hate it and a few love it. So when Berman Enterprises asked up to develop a brand for an adaptive reuse of a historical brutalist building in downtown Baltimore we knew we had a unique challenge ahead of us. We couldn’t just rely on the historical nature of the building as there were already multiple historical residential brands in the neighborhood. We had to find a new way to bring the beauty of this building to life.
Insight
The beauty is in the details and most people don’t take the time to notice.
Idea
Have you really seen it?
A brand based on the idea that too much beauty goes unnoticed…and it’s time to start looking. A simple modernist brand identity paired with intriguing headlines like “What Has Been Isn’t What Is” made 2 Hopkins stand out among other residential brands. We then created a series of buzz-building events around the idea of reimagining classics, like a New Old Fashioned. The campaign culminated with a “#BeautyinBmore” contest and event that asked locals to go find the beauty all over the city.
Results
- Over 600 #BeautyinBmore contest entries and 31.7K total votes
- Over 202K social impressions