28% leased within two weeks of opening
Featuring a graffiti-covered train tunnel with a storied past on its property, Belmont Station isn’t your average apartment community – even in Los Angeles. However, Belmont Station needed a truly unique brand image to attract young, single professionals to a City West location that was taking its first steps toward gentrification. The result was “Déjà Nu,” a campaign that celebrated — instead of glossing over — the area’s history while also emphasizing the property’s forward-looking, environmentally friendly stance. Distinctive illustrations of youthful “residents” and a breezy, personable copy style dominated all campaign elements and solidified the property’s identity as the ideal place for people seeking a progressive LA lifestyle.
The Belmont Station brochure was printed on FSC certified paper (which also contained 10% post-consumer waste) using soy inks; promotional t-shirts were made from 100% organic cotton.