The Arlington, a mixed-use community of residences and shops in Poughkeepsie, New York, enlisted KDD to help create a brand identity and reach prospective renters.

Challenge: The Arlington occupies the site of the former Arthur S. May Elementary School, but rather than demolish the building, the developers chose to honor the community’s heritage by renovating and repurposing the school into residential apartments. Next to the repurposed school, a new mixed-use building was constructed to offer modern residential units and commercial space for shops and food establishments. When the client approached KDD, The Arlington had an existing logo and a landing page, but a defined brand identity and marketing strategy were lacking. The client needed help designing a full website and reaching prospective renters for both their residential and commercial units.

Result: KDD began by creating brand guidelines and a visual architecture that supported the existing logo. As no renderings or photographs were available, KDD focused on marketing the lifestyle of the community, utilizing stock photos and a series of key messages to convey what living at The Arlington would be like. This messaging strategy was carried over to an updated landing page, email drip campaign, and once photographs became available, a full website design.

Click through the gallery below to see more of what we created for The Arlington: