Case Study: Lofts@Euclid

About Lofts@Euclid

Cullinan Properties is a full service real estate/development company offering residential and commercial brokerage, asset and construction management, investment services, acquisition services, market analysis, site selection and financial assistance. They were founded in Peoria, but the Kolbeco team was first introduced to Cullinan with their Streets of St. Charles project located on South 5th Street in St. Charles, MO. Their latest venture in St. Louis was the Lofts@Euclid, residential housing in St. Louis’ Central West End, one of the most diverse and transformative neighborhoods in the country.

Marketing Challenge

When Cullinan Properties first came to Kolbeco with the Lofts@Euclid, we all saw that the building had an enormous amount of character. Located at the corner of Euclid Avenue and Delmar Boulevard and the building was originally constructed in 1910 as the Langan & Taylor Company headquarters. Today, this historic building is home to high end lofts and street level retail and boasts amenities like a rooftop oasis complete with fire pits, BBQ grills, a croquet fields and outdoor kitchen, along with a pet spa, fitness center and more.
Cullinan’s goal was to help this high-end new loft and retail space in the Central West End to develop an identity, market the property and help promote living, and working, in the CWE.

Strategic Solution

Kolbeco developed and executed on the following plan:

  • Branding and Logo Development
  • Collateral (interior and exterior signage, brochures, pamphlets, and other sales materials)
  • Web development
  • SEO and AdWords Campaign Management
  • Public relations
  • Event planning and management

We wanted to integrate the old, historic feel of the building and the fun vibe of the area with the logo and feel of all the collateral materials. Our graphic design team used a modern and contemporary font and chose a color scheme that was complimentary to the building’s earthy brick and concrete exterior with a touch of gold that has a reflective and modern age feel.

We were originally asked to create a one-page website, but after talking through the client’s wants, goals and needs, we identified that the original vision for the site was not going to function as needed and ultimately, would not serve Cullinan well. The website now sets the tone for the property, while showcasing the available floorplans, building amenities, and more. Visually, the site ties in the established colors, incorporates decorative elements similar to the exterior of the building and dynamic copywriting that brings the site to life.

From there, we created a boutique-sized pocket brochure with inserts of all the floor plans, as well as interior and exterior signage for the property. The building is now identified by a sleek blade sign which complements the branding materials and flows well with the overall design of the building.

The Kolbeco team also helped to plan, organize and promote the ribbon cutting and grand opening of this property on October 6, 2016. The private event hosted over 100 local business owners, media and residents. It was a great way to showcase the property, progress made and the beauty and high quality craftsmanship Cullinan brought to the building, and to the Central West End.