In late 2020, Mandel Group contracted Catalyst for help branding and positioning their new multifamily development in Waukesha, Wisconsin — located only 18 mites from the city of Milwaukee. This property would feature 116 units geared towards a mix of young professionals and empty nesters looking for a quaint, small town feel. Major selling points of the community included walkability to small businesses and a prime location on the Fox River.
The Catalyst team performed an in-depth Namestorm™, which included researching the history of Waukesha and Milwaukee; ideas related to the property’s warm tones and textures; notable figures from the area; words inspired by the nearby river; and more. Ultimately, the team landed on the name BridgeWalk – a name that nodded to the convenient location, as well as the red bridge that connected the community to Main Street. From there, Catalyst built out the logo — an iconic bridge mark, lined with the letter “W” — and a full brand book, including color palette, typography choices, textures, and patterns. All brand elements were intentionally curated to match both the property’s look and feel as well as their desire to “mix old and new.” Lastly, a suite of stock imagery was provided to accurately represent and target the wide range of audiences that would be living at this community.
Once the BridgeWalk brand was established, the Catalyst team began work on a set of print collateral — including paper system, business cards, a sales sheet, a direct mail postcard, and a 12-page brochure — to introduce the new community into the Waukesha market. In addition to showcasing eye-catching renderings, these pieces also included custom copywriting that touted the exciting amenities that would be available to residents. To increase traffic to the BridgeWalk website, convenient QR codes were also included on most materials.
In fall 2022, BridgeWalk began social media services with Catalyst, in an effort to raise brand awareness and build a following on both Facebook and Instagram. Catalyst continues to collaborate with the Mandel Group team to create posts and stories that feel authentic and engaging, while capturing the lifestyle that will be available when the community opens to the public in spring 2023.
2022 MarCom Award — Platinum in Strategic Communications – Branding