Live in Luxury, Work in Style
WHAT WE DID
The Emerson is the dream apartment complex for today’s renters. Located in Madison, Wisconsin, a vibrant community of young professionals and academics, its units and amenities are strategically built to meet the needs of this dynamic demographic. Fortress stepped in and built their brand as well as a beautiful website and robust marketing strategy tailored to reach their audience.
There is no shortage of apartment complexes in the downtown Madison area. We were tasked with creating a brand and an online presence that shows prospective residents that The Emerson at Bay Creek is different, and where they should choose to live their active lifestyles stress-free.
Fortress created a stunning brand and logo, and a highly functional, and user-friendly website that tells users the most important information first and leaves no questions unanswered. The site incorporates the branding we created – both visually and through voice – and set The Emerson up for success.
Our branding process for the Emerson was thorough – starting with coming up with the name ‘Emerson’ itself before transitioning into logo design and color and font selection. After exploring many potential names and many potential logos, we chose the combination that best communicates the mission of the Emerson to be sustainability-centered and offer stress-free living for its residents.
WEB DESIGN & CONTENT STRATEGY
The new website for The Emerson had to do two things: captivate the user’s attention through aesthetic beauty and communicate the stress-free culture that the residential exudes. Our design and copy came together to do exactly that.
The residents of The Emerson are young professionals who are always on the move, so it was important that the website was optimized for mobile use.
The website was also created with resident services in mind. Through the site, residents can apply for an apartment, pay their rent, and reserve any of The Emerson’s many amenities.
SOCIAL MEDIA MARKETING
A recognizable logo and a beautiful website are great, but without a marketing strategy to back those things up, no one will ever see that hard work. That’s where social media and search engine marketing come in. Social Media and search engine marketing were crucial to meeting The Emerson’s goal of filling their apartment units. Together with Fortress, the marketing strategy we created not only met expectations but flew past them. After marketing The Emerson on Facebook, Instagram, and Google, the results speak for themselves.
This is more than we were expecting and we are extremely happy with this momentum! The social media campaign was a big part of that!
This project is transformational for the city of Chicago. Located on the West Side, Intentional Sports is a professional-level sports campus that is putting the youth first and serving their whole being. Fortress launched a new website for Intentional Sports that lives up to the ambitious spirit that the project itself embodies.
Chicago Real Estate Institute
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State Representative Kam Buckner is an emergent political leader in Chicago, and his story is only beginning. While Fortress is not a political agency, we were inspired by Kam’s passion for the city we call home. Our work, conducted prior to Kam’s public mayoral candidacy announcement, included building his campaign website, designing his brand, orchestrating video production shoots, and more.