PCCP, Inc., a national investment management firm, selected P11 to introduce its new portfolio of build-to-rent communities. At the outset, the client considered branding each community separately. However, P11 highlighted the advantages of an overarching portfolio brand, to provide a unified consumer experience, consistent messaging, streamlined operations, and greater cost efficiency. With numerous communities on the horizon, the client was excited about the prospect of launching these communities effortlessly with minimal involvement required from them.The initial scope of work included researching national competition in this sector, formulating and vetting naming options, creating the logo identity, and overall branding. Then, once finalized, P11 launched the first two communities in Texas: SkyMor Cypress and SkyMor Carmel Creek. Marketing elements for each community included custom website experiences, comprehensive collateral programs, digital illustration, and marketing signage. Two more communities in Texas and Florida, SkyMor Pearland and SkyMor Wesley Chapel, are set to launch next, with more to come.When shaping the identity for SkyMor, P11 focused on evoking a sense of boundless possibilities (“Sky”) and creating more out of life (“Mor”) while creating a unique voice in the marketplace. The name speaks directly to the target audience — renters who desire both freedom and hassle-free flexibility while enjoying the perks of living in a brand-new, thoughtfully crafted home in a top-tier community. The SkyMor brand is a comprehensive experience, making it clear that getting the best of both worlds is indeed possible.P11 is well-known for delivering unique marketing solutions from the ground up which resonate with audiences. We’re also very savvy at rebranding and relaunching solutions for existing apartment communities through an inspiring combination of expert market analysis, detailed positioning, and dynamic creativity. When you want your marketing to do more every day and reach new heights like SkyMor, contact P11 now.

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