21-chelsea

21 CHELSEA

Discipline
Collateral, Print
Story

Adding value to outdated apartments in NYC.

Just as an apartment complex can become outdated, so can its name and brand image. JStokes was hired by UDR to help transform this last-generation property into one of the most sought-after addresses in Manhattan’s Chelsea neighborhood.

This boutique apartment building on trendy 21st Street between 6th and 7th avenue was remodeled with new kitchens and baths, reconfigured unit floor plans and a new rooftop common area and an on-site fitness center.

JStokes identified the target audience, examined the demographics and psychographics, the built a new market position and brand identity and collateral reflect both the energy of Chelsea and the clean lines of the 1950’s architecture. The result? Today the owner is commanding rents of 25% more than pre-remodel rates.

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