Riverwalk

Brand Strategy & Identity | Luxury Residential Development | Rochester, MN

A residential brand experience created for North Rock Real Estate in Rochester, Minnesota, transforming an existing property into a fresh, welcoming destination for residents.

The Riverwalk lobby with a fireplace and the RW logo on the glass

Services

  • Brand Strategy & Positioning
  • Brand Identity & Guidelines
  • Creative Direction & Campaign Development
  • Leasing & Marketing Materials
  • Digital & Social Campaigns
  • Outdoor Advertising
  • Environmental Graphics
  • Resident Brand Experience

Making a splash. Even in the snow.

Riverwalk offered beautiful waterfront living, but heavy snowfall and sub-zero temperatures made attracting prospective residents a challenge. We needed to give people a reason to imagine their next home, even when stepping outside wasn’t appealing.

The Riverwalk apartment building in winter
A Riverwalk leasing folder with a floor plan
A resident relaxing at home, with the Riverwalk logo

From the leasing office to digital campaigns and outdoor advertising, every touchpoint was designed to create a consistent, welcoming experience for prospective residents.

A Riverwalk mailer with an illustrated neighborhood map
Original mailer design recreated for portfolio presentation

Close to everything that matters.

We commissioned a local artist to create an illustrated neighborhood map highlighting nearby destinations and their distance from Riverwalk. Featured in a custom mailer, it helped prospective residents imagine the convenience of living close to the places they’d want to explore.

Riverwalk social media posts on a phone and in a grid
A man walking downtown with a tote bag, with the Riverwalk logo
Original social campaign designs recreated for portfolio presentation

The campaign carried Riverwalk’s personality across social media, digital advertising, and the streets of Rochester, keeping the property visible and inviting throughout the leasing period.

A Riverwalk bus wrap on a snowy downtown street at night
Original bus wrap design recreated for portfolio presentation
A Riverwalk brochure and leasing folder with a pen

Despite a winter opening, Riverwalk attracted residents quickly and reached full occupancy within seven months.

A warm welcome. Strong results.

30%Pre-leased at opening
95%Leased within 4 months
100%Leased within 7 months

The people behind the project.

Client / Developer
North Rock Real Estate
Original Agency
Flygirls Creative
Creative Direction & Design
Tammy Mann
Account Management
Janice Stanford
Copywriting
Scott Jorgensen
Illustrator / Artist
Tom Foty

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

Great places deserve great stories.

From the first introduction to move-in day, we help developers create brands and experiences that make people feel excited about where they’ll live.

Have a property with a story to tell?