Radiant Brands Real Estate Portfolio

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The RadiantBrands team is a mix of »» Strategy Development and Creative Development and Production
marketing and branding strategists,
researchers and creative thinkers.
The principals, Steven Donaldson and
Michael Zinke, have delivered marketing
strategy, naming, branding, web, and
communications design initiatives for
startups to Fortune 500 companies,
cities and non-profits for over 20 years.

We want to contribute to our clients’
successes by creating and implementing
messaging and brand experiences
through physical environments and
communications in all media. We are
committed to delivering an authentic
experience of the brand – so your
audience gets the value and relevance
to them. We create brand stories that
are real, that connect and motivate.

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Why RadiantBrands?

Understanding of Commitment to Track record of senior
place branding integrating the brand marketing, healthcare,
into the community place branding and
Working with and launching brands and location campaign launches
such as Downtown Berkeley – It Starts
Here, and New Californian (housing) Our approach to building an We have successfully launched
means understanding the consumer authentic brand for a location numerous brands, names and
experience and what brings together recognizes the unique attributes of communications for places such
the assets of a place to attract visitors an organization’s culture to create as downtowns and mixed use
or residents in a genuine and realistic a brand that’s authentic and real to developments as well as for
way. We know the consumer space a specific demographic. We create senior-oriented housing and
and understand the role of emotion in branding and marketing guides that health services. We also bring
branding for that audience. organizations can use to consistently the unique perspective of place
portray their brand into the future. branding and real estate marketing.
A unique process
of research and Branding and Expertise in integrated
interviews that builds a creative experience marketing, video, viral
collaborative approach and grassroots marketing
We have extensive experience in
We focus on a critical element in naming, developing and launching We also have experience in short
our process: collaboration with our company and product brands for video in combination with website
clients in doing research and other retail, developers and communities. development and social media to
groundwork for developing the brand This integrated approach draws connect consumers to branded
and creative work when necessary. upon our understanding of experiences both online and off.
The use of research, interviews and positioning around markets and This integration gives us a unique
competitive research helps us build allows us to develop branding ability in reaching key consumers in
strong, powerful strategies that meet that resonates with core market a variety of ways.
our clients’ goals. Our goal is to make segments and stakeholders.
sure our clients’ brands are distinctive
and unique in their markets.

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Brooklyn Basin

Shaping a New Community on the Oakland Waterfront

RADIANTBRANDS LAUNCHES BROOKLYN BASIN DEVELOPMENT

This new 65-acre community will be one With the use of dynamic renderings and Lastly, Radiant planned and hosted a
of the largest and most dynamic real animations of the future new community, groundbreaking event attended by over 600
estate developments built on the San Francisco Radiant positioned Brooklyn Basin as a new and people including local and national businesses,
Bay in over 50 years. It will include retail, housing contemporary neighborhood that brings the government officials and project partners.
and acres of new park land and marinas. waterfront to life. This theme was integrated into Radiant used this event to attract local media
the website and branded communications for the and national attention.
RadiantBrands developed brand and new project. Life on the Water became the key
name for this new project, reviewing theme of this project. This project represents a new surge
the use of the Brooklyn name historically To support the brand rollout, Radiant also in development in Oakland and is
in Oakland. Understanding the intentions produced a new website and press releases to now drawing international attention
of the developer and project planners attract national attention. from potential business partners and residential
to create a significant waterfront development tenants.
that would provide a unique living environment Radiant created a video presentation to
as well as a public asset in Oakland Radiant used depict the project’s environment and how
a name that had historic context for a settlement Brooklyn Basin would be a unique asset, a new
founded in 1850 on the Oakland Estuary. neighborhood for all of Oakland that contributes
to the dynamic growth of a vibrant City.

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WHAT WE DID

• Strategy/Marketing
• Interviews
• Brand identity
• Website in English and Mandarin
• Photography
• Video
• Advertising
• Press and media launch
• Groundbreaking event

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The Bond

Luxury Condos at Jack London Square

MARKETING AND ADVERTISING
FOR LUXURY URBAN HOUSING

RadiantBrands developed identity, branding and marketing
materials for the Bond, a 102 unit luxury condominium project in the
Jack London Square area of Oakland. This project was designed for
individuals and couples seeking a convenient location. Many of the
buyers were transitioning from their homes in the hills to the more
urban scene of Jack London Square.

These one and two bedroom units featured high ceilings, unique
amenities and finishes, a dog park for owners, and more. All the
units were sold out in a seven month period

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WHAT WE DID

• Identity design
• Banner
• Website development
• Online ads
• Signage

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New
Californian

Defining a New Community

THE NEW CALIFORNIAN:
MARKET RATE RENTAL
HOUSING IN BERKELEY

Branding, website, online ads, social media
campaign targeting U.C. students, faculty and
staff to market-rate housing competing.

Having built one of the largest new housing
projects in the downtown Berkeley area within
4 blocks of the campus, developer Hudson-
McDonald needed to attract students, faculty
and staff to market- rate housing competing
with two other major housing projects just
completed at the same time. RadiantBrands
researched the market and renter motivations
and developed a name, look, website,
Facebook page, online advertising and
marketing that drove traffic to the site and
positioned the project as a completely unique
housing opportunity within walking distance
of the U.C. campus.

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WHAT WE DID

• Brand strategy, naming
• Brand creative
• Website
• Signage
• Online marketing and advertising
• Photography

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The Aquatic

Branding Real Estate in West Berkeley

This new multifamily housing in this West Berkeley
neighborhood needed a sophisticated image and clear
connection to the area. Radiant shaped the Aquatic
brand with a simple image focused on the quality of the
design, amenities and excellent Berkeley location near
Aquatic Park and Fourth Street.
The name for the project was taken from nearby Aquatic
Park, which provides access to the waterfront and the
San Francisco Bay Trail. The location and high end
materials of this real estate development influenced the
design and color palette of the brand.

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Clients

2030 Fifth Street,
Berkeley, CA 94710
510.843.0701
[email protected]
www.radiantbrands.com