AvalonBay brand gets social

AvalonBay, a real estate development company, tasked Simple Truth with solving a complex issue — how to launch AVA, a brand specifically targeted to Millennials. The answer: go social.

In order to connect with this target, Simple Truth recommended that AvalonBay abandon traditional marketing for AVA and engage these potential customers in a way they could relate to and understand. With that in mind, Simple Truth turned AVA into a living, breathing social brand.

The AVA brand was developed in a unique way that gave the “keys to the car” to the consumer, letting them discover, take up and carry the brand as their own. The new brand gave them an anthem and a vessel that they could contribute to as they saw fit. Instead of telling Millennials what AVA was about, the brand let them decide for themselves.

“Our goal was to use social connection as a foundation to the actual living space,” explained Mark Drozd, Partner and Executive Creative Director at Simple Truth.

Through videos, a new website and other impactful materials, Simple Truth helped AvalonBay brand AVA as flexible, fresh and forever young. Every part of the brand — positioning, voice, identity, guidelines — was developed within a social context. Just like its audience, the AVA brand was cultivated to feel of-the-moment, regardless of when that moment is.