Catalyst was contracted to develop a strong identity for Durham Heights, a brand-new multifamily development in The Heights district of Houston, Texas. Given the property was in a unique position where the physical building was not yet completed, marketing needed to take place during the construction phase to create awareness and excitement, leading to a strong pre-leasing effort. The branding also needed to appeal to the market demographic, as well as differentiate the community from its surrounding competitors.
In an effort to capture the unique character of this development, Catalyst created an elevated brand that incorporated rich color tones, urban imagery of young professionals, and tropical inspiration, along with a bold logo featuring a unique diamond mark that gave it a iconic, elevated feel. To capture the luxury Houston lifestyle, a new tagline was written: “Elevated living with Heights edge.” In addition, Catalyst developed a 40-page brand book, sales sheet and brochure design, a branded paper system, temporary splash page, and full website that reflected the community. The fully custom website featured the branded elements, inviting messaging, amenities, floor plans, and a VIP form that allowed staff to successfully collect leads and interest from prospects while the development was still under construction.