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When you are given an opportunity to be better, do it. It’s life changing. Greystar, one of the top leaders in multifamily communities in the nation, tasked P11 to rebrand a new luxury acquisition in Phoenix, Arizona. After conducting a thorough analysis of the community, competitors, and target market (the existing residents as well as the prospects), BASK Deer Valley was born. This confident new brand has been elevated to realize its full potential. Strategy and tactics utilized by P11 included a positioning study, distinctive identity design, and accompanying creative exploration for context, new messaging, and complete implementation.

“The BASK concept represents a luxury brand where residents take time to celebrate everything in life found here: inspiration, sophistication, and desert serenity while telling a bigger and more meaningful story. It’s literal and philosophical. We loved the color palette of the existing architectural details and honored it in this revitalized execution. It creates the perfect balance of sun and sleek. BASK reflects Greystar’s values and advantages and complements its existing multifamily portfolio.” says Leigh White, P11 Senior Content Strategist.

As a result, Greystar and its team were able to easily implement the new brand quickly for an exciting relaunch and seamless transition while maximizing occupancy and profitability. At P11, we pride ourselves on making our clients’ lives easier. From big picture to granular detail, P11 will see it all the way through. Trust P11 to brand and rebrand your multifamily communities and give them the P11 “boost” now.

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