Case Study: Brick Capital Energizes The Rally Apartment Lease-Up with Cohere Branding and Strategy

Brick Capital launches The Rally’s 88-unit apartment brand with Cohere

Brick Capital, a real estate developer, faced the challenge of branding and leasing The Rally, a non-traditional apartment community in Philadelphia, in a competitive market. They engaged the vendor Cohere for a comprehensive suite of services including brand strategy, naming, brand identity, and digital advertising to create a distinctive brand narrative.

Cohere developed an unexpected brand theme centered on local camaraderie, which included creating a zine called The Lineup to pay homage to the neighborhood. The solution encompassed environmental signage, content capture, and targeted digital marketing. Cohere's authentic storytelling and cohesive strategy successfully differentiated The Rally, enabling an effective lease-up campaign for the 88-unit property.

Brick Capital