Keen’s Crossing
The development team of HallKeen and The Braverman LLC had a vision to make the Winooski Falls neighborhood—just across the river from Burlington—the new paradigm in urban living in Vermont. One of the key residences in this new neighborhood is Keen’s Crossing, a mixed-use apartment community with thoughtful architecture and a wide variety of floor plans.
The team met with PKA in the summer of 2006 to start work on branding and strategic marketing communications. The logo we created reinforced the riverside location, while clean lines, a clever design and muted colors conveyed urban sophistication. The PKA team was also asked to develop a web site that supported and conveyed the vision for a new downtown neighborhood.
The project was not without its challenges. First of all, the Web site needed to appeal to a wide audience—from college students to young professionals to empty nesters to retirees. And because a selection of the apartments would also be available through Vermont’s affordable housing initiatives (and regulated under the Federal Tax Credit program through the US. Department of Housing and Urban Development), the web site had to communicate affordability without alienating more affluent renters. Not the least of the challenges was to create a web site that celebrated the idea of downtown urban living in a state that is known for its rural charms.
Results
The PKA team created branding, collateral and a website (www.keenscrossing.com) that is refined but not pretentious—communications that tout the eclectic vibrancy of an emerging neighborhood. Thematically, Keen’s Crossing is portrayed as the intersection of viability and luxury, of hip urbanism and traditional Vermont sensibility. With easy navigation, visitors can view a variety of floor plans, browse amenities, view the neighborhood, request a brochure and better decide if Keen’s Crossing is the place for them.
With the first building opening in the spring of 2007, Keen’s Crossing is now poised to engage prospects and prepare for future planned phases. PKA will continue to provide strategic support for Keen’s Crossing throughout all stages of the Winooski Falls evolution.
