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Gregg Hutson
copywriter
This is one of my favorite brands due to the way it perfectly encapsulated the product and how it fulfilled the potential of the properties.
The first challenge was to develop a name that would link the two decidedly different buildings that comprised the offering: one, a complete renovation of an existing brick building, the other, brand-new construction that matched the historic architecture of the neighborhood. The second challenge was to market these exceptional properties in a manner that showcased their modern, lavishly appointed features, while inextricably linking them to an upscale and historic Old Town living experience.
Inspired by the rich history of the area, the name, Brightleaf & Cooper, refers to the tobacco and casks that were used to purchase the land present-day Alexandria sits upon. The two-part name allowed for both building’s identities to live together in harmony, as well as planting the seed of their Old Town roots. The brand messaging and design were created to showcase the concept of bespoke living and how the residences deliver a truly tailored experience. The tagline, “A Stitch In the Fabric of Alexandria”, positioned the buildings as an established and integral part of the city, while creating a link between the properties’ build quality and the expert craftsmanship of fine tailors. The design followed suit with a modern simplicity tempered by traditional elements, including cross-stitching patterns throughout and a number of artful embellishments on collateral pieces.