Marquee

Residential Branding + Brand Experience | Minneapolis, Minnesota

Created for Reuter Walton, Marquee is a residential development in Minneapolis’ Loring Park neighborhood, designed around one simple idea: living large should be within reach.

Proposed signage

Services

Research & Audience Insights
Brand Strategy & Positioning
Naming
Brand Voice & Messaging
Brand Identity & Guidelines
Environmental Graphics & Signage
Construction & Pre-Leasing Marketing
Website Landing Page Design
Sales & Leasing Collateral
Resident Welcome Merchandise

Big dreams. Real-world budgets.

Our research revealed a gap in Minneapolis’ Loring Park neighborhood. People wanted modern amenities, a vibrant community, and a place that felt like their own, but the options within their budget were limited. Marquee was positioned to bring those things together without the North Loop price tag.

Selected research and strategy explorations, recreated for this case study.

01 / The opportunity: Big city living. Without the big price tag. Loring Park had the culture, creativity, and energy younger renters wanted, but few housing options that combined modern amenities, community, and affordability.

02 / Neighborhood exploration: Lots of potential! A hand-drawn map of Loring Park and downtown Minneapolis.

03 / Insight: More than a place to live. A demographic persona drawn as live, work and play overlapping around you, taking in the LGBT community, young professionals and the creative and cultural community.

04 / Audience: Big ambitions. Real-world budgets. Who they are: young professionals, artists and musicians, LGBT community. What matters to them: community, authenticity, experiences, affordability, belonging. A generation looking for more from city living, without having to spend more to get it.

05 / Naming: Making a name for itself. Name options Marquee, Creed, Matrix and The Lore. Inspired by the neighborhood’s culture and creative energy, Marquee was chosen for its bold personality and connection to the arts.

More than a place to live. A place to belong.

We looked at the neighborhood, competing properties, and the lifestyles of the people we hoped to reach. What became clear was that location, value, and amenities mattered, but the real opportunity was to create a sense of community and belonging. That insight shaped Marquee’s positioning, personality, and messaging.

A Marquee construction fence banner with a cyclist riding past — Proposed construction banner concept

You CAN have it all.

From bold graphics and playful messaging to leasing materials and environmental concepts, every touchpoint was designed to make Marquee feel energetic, approachable, and distinctly different from its neighbors.

A Marquee fold-out mailer — Proposed marketing/sales print piece

A tall Marquee sign on the side of the building — Proposed exterior signage

The Marquee M on a hanging sign — Proposed exterior signage

Inspired by vintage signage, music, art, and the creative spirit of Loring Park, we brought Marquee to life through bold typography, vibrant colors, and playful geometric graphics. The result was a residential brand that felt confident, welcoming, and right at home in its neighborhood.

Bus shelter advertising concept

The development moved forward during a period of significant change, and not every part of the original brand vision was implemented. The work shown here reflects the identity and experience we created for Marquee.

A Marquee key tag reading You’ve arrived

The Marquee landing page on a laptop — Proposed landing page

The people behind the project.

Client / Developer: Reuter Walton
Original Agency: Flygirls Creative
Creative Direction & Design: Tammy Mann
Account Management: Janice Stanford
Copywriting: Scott Jorgensen

Originally created at Flygirls Creative, where Tammy Mann was co-founder and creative director.

The best brands start with understanding people.

Before we name a place or design a logo, we take time to understand who we’re trying to reach and what matters to them. That’s how we create residential brands that connect with the right people and support the goals behind the development.

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