Broadwest
Challenge
Propst Development had big plans for Nashville’s Midtown neighborhood: 510,000 square feet of office space, 236 hotel keys and 196 luxury condos. The vision was there. The market was ready. But the brand? It existed only on paper with a name and logo. That’s it. Before they could lease a single unit or break ground on signage, they needed a complete identity that could compete in one of Nashville’s most competitive real estate markets. The clock was ticking toward a Spring 2021 delivery, and potential tenants needed something to believe in beyond blueprints and promises.
client
Broadwest
INDUSTRY
Real Estate & Development
SERVICES
Marketing strategy
Website & app development
Creative direction & design
Digital marketing
Branding
Commercial printing
Solution
Our team developed a complete visual identity system, including a refined color palette, typography standards and brand architecture that positioned Broadwest as Midtown’s premier destination. We created a comprehensive brand guide to keep everything consistent across channels. The physical presence mattered just as much as the digital one, so we designed and produced a high-end print brochure and full signage program for the property. To help prospects visualize the finished development, we commissioned professional photography, renderings and branded videos. We even arranged for a 500-pound architectural model and installed it on-site by hand.
A Landmark Identity for Broadwest
Broadwest went from brand-less to market-ready. The leasing site went live with a complete visual system that translated seamlessly from screen to print to signage. Prospects could walk the site and see exactly what they were buying into, thanks to the architectural model and branded materials we created. Every touchpoint reinforced the same message: this was Midtown Nashville’s newest landmark.
Bonus: As the property continues to evolve and attract tenants, the comprehensive brand guide we delivered ensures the Broadwest identity stays consistent no matter what.
