Brand Development   |   UX & Interactive Design   |   Collateral Material   |   Social Engagement   |   Out-of-Home Media

The Navy Yard neighborhood in Southeast is on track to becoming the most densely populated in D.C.. With nearly 11,000 households coming online in just a few years, there's no shortage of options for potential residents to choose from. The challenge was to distinguish Insignia on M as the most sophisticated and service-oriented community with the most ideal location.

Communicating the uniqueness of this property meant illustrating the experience of living there, not just the showing the product. It’s qualitative, not quantitative. To do this, custom photography create scenes that capture the feeling of a fleeting moment; the type of moments that residents will come to consider just a part of everyday life in this community. The scenes are brought to life in the digital space using cinemagraphs that further emphasize the moment. Everything is crafted to portray Insignia on M as the best, and here, The Best Feels Different.