A high-end apartment community in Hoboken, NJ, One Thousand Jefferson needed to reach a specific audience—defined less by demographic than by lifestyle. For the advertising and print collateral, I created personas by writing “testimonials” designed to reach specific audiences.

Direct mail campaign played off the idea of singles ads, and ads and building banners featured shorter versions of the brochure testimonials.

Aimee Barber and I worked together to design the family of print collateral, and I wrote the campaign.