I very much enjoy the branding and marketing side of the development business. It’s probably an architect / designer thing. So I’m always looking out for interesting case studies.

Recently I came across The Flynn in Chelsea, New York. The developer is IGI and the agency is Winkreative.

What they did was create a namesake character named Flynn. Everything then became about a day in the life of. 

The Instagram account is flynninthecity. They made colorful animations. And they even partnered with the Spring Street Social Society to host in-person performance art pieces. The Being Flynn series was a bunch of vignettes that combined “dance and physical comedy” and highlighted a cast of fictional characters who all, of course, reside at The Flynn.

As you all know, selling condos is typically about selling a lifestyle. A dream. In this case, they created a character to show you exactly what that dream should be.

Real estate marketing can sometimes often be cheesy. But I thought this was a clever and overall creative approach. Winkreative does great work.

What do you think of the approach?

Image: Winkreative