The Pearl

Signature Management is in the process of developing a luxury multifamily community in a highly coveted waterfront location in Virginia Beach — 199 units set to be move-in ready by January 2020. Signature Management came to Catalyst with a name, The Pearl at Marina Shores, which is historically named for the well-known Lynnhaven Oyster found throughout the area.

Catalyst was contracted to develop a strong brand that accurately represented the area while also conveying the level of luxury for the property. 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.

To gain recognition within the market, Catalyst created an elevated brand that incorporated interior design elements, nautical themes, and Virginia Beach inspiration, along with a red script logo featuring a unique stamped feel that gave it a modern, slightly weathered feel. To capture the luxury waterfront lifestyle, a new tagline was written: “Coastal living. Refined style. Historic charm.” In addition, Catalyst developed a 40-page brand book that incorporated several of the textures and patterns that would be used in the property’s leasing and common spaces — wood, copper, fishing net, etc. — and covered everything from tone-setting mood boards and logo usage examples to an expanded color palette and pages of stock imagery that represented all of their targeted audiences.

After Catalyst completed the branding, a temporary website was designed — and quickly followed by a full, custom site — that 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.