Some People DO Have All the Luxe…

The "Some People Have all the Luxe" creative campaign created for South Loop Luxury by Related

Creative digital and print campaigns created for South Loop Luxury by Related

As we evolve our collaboration with Related Midwest, a premier developer of luxury residences, to market their collection of highrise condominiums, South Loop Luxury by Related, great work is continuing to happen.

Otherwise began working with Related on the project in late 2012, when we developed the branding for this collection of 3 buildings that has served as a cornerstone of the properties’ rise from foreclosure. Out of our work a beautiful identity for South Loop Luxury emerged — comprised of The Grant, Harbor View and Adler Place — setting the stage for earning the  reputation as a respected, desired collection of properties. In the course of the brand elevation, we also helped re-establish the South Loop as one of Chicago’s premier, desired neighborhoods.

By late 2013, more than half of the 500 condo units were sold, and we set our sights on fresh creative, embarking on a new campaign that would enable South Loop Luxury to maintain its impressive momentum.

An ad that reads "Some people have all the luxe" over a photo of a dad and his children playing in bed

The new creative campaign has enabled us to bring a personal dimension into sharp focus against the backdrop of beautiful interior/exterior spaces. The campaign, anchored by the headline “Some People Have All the Luxe,” illuminates simple pleasures of an urban luxury lifestyle in the heart of the South Loop.

An ad reads "Life's Real Luxuries" over an image of a woman walking her dog in a luxury lobby

To address ultra-luxury seeking buyers for exclusive residences in The Grant, we’ve conceived a separate campaign around “Life’s Real Luxuries,” featuring exquisite photography of exceptional moments that celebrates the uniqueness and distinction of life at The Grant.

An ad in a magazine spread that reads "Some people have all the luxe" over a photo of a dad and his children playing in bed

An ad in a magazine spread that reads "Life's real luxuries" over a kid practicing cello in an apartment suite with sweeping city views

And in case you haven’t noticed, the campaign is EVERYWHERE. The print buy is centered around double and single spreads in go-to Chicago publications including Chicago Magazine, Michigan Avenue, CS, Chicago Agent and Playbill. Rich-media and video campaigns are running on news sites including NYTimes, WSJ and Crain’s Chicago in addition to popular real estate sites. WBBM-TV is running spots on Sunday mornings and for anyone who listens to the radio, you can’t miss the sponsorships on WBEZ and WFMT.

A digital ad for the "some people have all the luxe" creative campaign designed for South Loop Luxury by Related