Tobin Lofts engaged with Catalyst to form separate identities for two phases of their community. Tobin Lofts was constructed in two phases and was meant to have two separate audiences to market to. Due to budget constraints, the property could not develop a second website, but needed to separate the two markets to the satisfaction of owners and the financial funding institution. The two distinct audiences were students and young professionals. The price on phase two, which is geared at young professionals, is higher than that of phase one and needs to be presented in a way that does not alienate the audience from leasing at the property. Additionally, due to delays in the construction of both phases, there was not time to properly market the property prior to move in.