VERGE - Brand Campaign:

Verge is a 750,000 sf residential building within a larger development called Buzzard Point. Buzzard Point is the final piece of waterfront in SW Washington, DC. Offering 344 units across atop 8,500 square feet of experiential retail, Verge is architecturally-designed with depth to deliver what people need in a new D.C. waterfront neighborhood. When CO OP was brought on board, our objective was to create a brand that stands out in a highly competitive and oversaturated market.

While 2020 brought tremendous loss and hardship, it also sparked conversations for human rights issues and activism. Another "luxury" apartment brand felt tone-deaf, so instead we leaned into Verge being a values-driven place for progressives and passionate thinkers. We created the campaign called "For those who believe" that showcases real people, the drive for change and embraces what makes each of us unique.

Verge doesn't actually open until late 2022, but this teaser campaign is already deployed across social media, digital and onsite activations. A photoshoot capturing our "Believers" demonstrate an authentic voice and allow them to become Verge brand ambassadors. The team at CO OP is working with MRP to develop engaging, on-site activations such as a branded shipping container, donation center, and a line of VERGE promo items that will spread the campaign message. The campaign efforts will foster a community of passionate, strong minded people at a place that will connect, support, and excite.