Kingston is the first of seven apartment buildings built as a multi-phased, master plan development entitled by the Tyson’s Comprehensive Plan to increase residential density around three new Metro stations in Northern Virginia. The branding and marketing strategy stitches the building and interiors, the location’s historical success, an inclusive resident demographic, master plans, landscape design – and the modern need for quality downtime – into a coherent story.
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Hickok Cole Creative delivered both a master brand to McLean Crossing, and branding and marketing with additional signage & wayfinding package to Kingston with a scope of services that included strategy, art direction, photography, copywriting, custom murals, design and production.
For a fully integrated experience, Creative proposed botanical murals at key locations in the resident garage to enliven a space typically seen as ‘transient’ and often overlooked. The goal was to make the resident experience as welcoming and as possible in an area with a high volume of everyday car commuters.
Anchored in the established English character of McLean and designed for a target demographic including commuting professionals, empty nesters and small families expecting a relaxed and elevated lifestyle, Kingston at McLean Crossing promises quality, grace and greenery. The strategy positions McLean Crossing’s buildings and master brand as one and the same.
In the First 6 Months
2019 MHN Excellence Awards
Property Management: LCOR
Architecture: Design Collective
Muralist: David Barr