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DEPOT SQUARE CONDOMINIUMS
Objective: blueSWIRLS.com was hired in the fall of 2005 by The Paul Herrick Group and Windover Development, and charged with creating a campaign to market a new condominium complex in Downtown Beverly, Massachusetts.
Process: The challenge at hand was showcasing a building that had yet to be built. Leighton and blueSWIRLS.com grabbed the ball and took off running. The first order of business was to create a marketing plan.
Once the plan was in place it was time to start implementing it. A logo was designed and the buzz started to spread through the community. blueSWIRLS.com then began creating interest pieces, such as billboards and fence banners for the site.
As a full-service agency, blueSWIRLS.com coordinated copywriting and shot photography to appear in the campaign.
They followed up with printed collateral pieces, designed to work in conjunction with each other: a folder, a brochure, and floor plan sales sheets.
An innovative website was launched as well. Since the complex was still in the building phase, emphasis was put the amenities and incentives that Beverly has to offer, such as proximity to the MBTA commuter rail, restaurants, art galleries and the ocean. The website took advantage of some of the latest in programming advances, such as animation and sound.
blueSWIRLS.com continued their campaign to launch and sell units in the Depot Square building with print advertising in such publications as the Boston Globe, Boston Metro, Salem News, several CNC weekly newspapers and the Suburban. They have also created electronic banner advertising to appear on such websites as Boston.com.
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HIGH ROLLER FASHIONS
Objective: blueSWIRLS.com was hired in the winter of 2005 to create a marketing campaign for High Roller Fashions to sweep the upscale clothing world.
Process: Launching a new line of mens' luxury leisure clothing, High Roller's advertising had to look the part — wealthy, fun, jet-set.
blueSWIRLS.com began by refining and ramping up the High Roller logo.
Leighton then did an extensive photo shoot, capturing the intensity of a high stakes poker game, or a win-by-a-nose horse race. The photography was used to create a wide range of collateral pieces.
One of the first collateral pieces created was a deck of playing cards. Each card showcased an item in the line, and they were packaged and sent to buyers interested in carrying the line.
blueSWIRLS.com followed up that initial launch with other printed corporate identity pieces, including letterhead, envelopes, and business cards.
Next step was a followup trifold brochure, created as a leave-behind for trade shows and buyer contact.
Finally, a website was designed, keeping up the image of a high-rolling player. The motion, the sound, and the graphics were all evocative of the Vegas strip, and the glitzy lights of the casinos.
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