QuallsBenson has joined the Streetsense family.
Learn more >>The Wren
Streetsense developed a cohesive brand and interior design vision for The Wren, creating a naturally inspired and sophisticated residential retreat in the heart of DC’s Shaw neighborhood. The community stands out from the urban crowd with lush details, iconic amenity spaces, and mindful messaging—not to mention a Whole Foods on the ground floor.
Approach/
The services Streetsense provided for the Wren exemplify the creative strength inherent in collaboration between Streetsense studios: Branding Development, Interior Architecture, and Marketing. The unique opportunity Streetsense offers to engage all three of these teams helped moved the project from competitor research and brand identity, to the creation of best-in-class amenity interiors, to a marketing strategy that ensured the building gained tenants.
Crafting an Identity/
In collaboration with Edit at Streetsense (the Interior Architecture Team), the Brand Team created a strategic vision for the project rooted in the promise of creating “an introverted building in an extroverted neighborhood.” With this idea at the core, we crafted a beautiful and well-rounded identity for this luxury residential building that stands out in Shaw. A collection of textured—even plantable—collateral materials and a compelling digital experience drove rapid lease-up during the pandemic.
Fitness/
A particularly gorgeous part of the building— one of the many amenity spaces designed by the Interior Architecture team—is the gym. Working within The Wren’s constrained palette and emphasis on texture, the fitness center faces the building’s courtyard, highlighting natural light and views across two floors of fitness equipment. Double height sheer drapery and plants soften the space, creating an unexpectedly rich and tactile environment.
Lease-Up
Using the identity created by the brand team, the marketing team strategized and implemented a plan to bring The Wren to life on social media. Through content strategy, content production, paid campaigns, and retargeting, the team launched social media channels during the lease-up phase. This led to 11k+ sessions on social media, with a modest bounce rate of 34%, viewing over 2 pages per session.
MORE CASES
Massachusetts Downtown Initiative
Supporting COVID-19 downtown recovery for the Commonwealth of Massachusetts
