This upscale apartment community in Hoboken, NJ was part of a series of apartment residences called Upper Grand. All had similar names correlating to their addresses—800 Madison, 900 Adams, 1000 Jefferson. Working with Brio Consulting, we focused on the number 8 to help distinguish us from the rest, using photos literally or abstractly depicting the number 8 visually. The voice was urban and sophisticated, and the materials were an unusual format. A large 12″ square folder, printed on a metallic paper, opened to reveal a round brochure (a nod to the number 8), bound with a grommet. The deep pocket on the right held large floor plans. Advertising continued the same focus on the number 8.