Happy Medium worked with Hansen Real Estate to help brand and market Ballyard Lofts, a new apartment building they were preparing to open.
The building, formerly a warehouse for insurance records, is located on the outskirts of downtown Des Moines next to Principal Park and has easy access to the busy nightlife of Court Avenue. The goal for these lofts was to attract a community centered around working hard, playing hard, and rooting for the home team which, in this case, happened to be their neighbors: the Iowa Cubs.
They asked Happy Medium to design a logo and build a website that would attract the right people so that Ballyard Lofts would be both a memorable and enviable place to live.
PICKING UP FREE AGENTS
To appeal to the type of residents Ballyard wanted, Happy Medium needed the site to reflect the vibrant and fun nature of the building itself and its surrounding neighborhood. We made the site responsive and included the design elements of the logo we created to reflect the space’s roots in baseball while still exuding a sense of sophisticated playfulness.
Since Ballyard Lofts was still under construction at the time of the website launch, Happy Medium integrated unit renderings into the design. Users could browse different unit floorplans to determine which unit they liked the most. As the units were built out, Happy Medium added in updated photos of the units and of the great amenities (like the business center and film room).
Happy Medium helped Ballyard Lofts set up an email database to capture visitors who were interested in leasing with the apartment. We also built the new website with search engine optimization in mind. Launching the site before the building was completed allowed time for Ballyard Lofts to climb up the search engine rankings.
As a result, Ballyard Lofts was completely leased months before it was set to open and reached capacity faster than any other Hansen property.
The final website ended up like this.
A Balancing Act
Many young professionals want a modernized loft space with exposed brick, big windows, polished cement floors, and luxury amenities. Ballyard Lofts was able to differentiate itself from the other modern downtown lofts simply by adding America’s pastime.
Having a lot of creative influences is generally pretty great, but it’s a delicate balance. There was always a constant conversation as to how much baseball to incorporate into the design. How much should be modern, and how much should be throwback? We experimented with a lot of different elements from the bases to entire baseball diamonds. There were even a few versions that used hand-drawn type to make it look an authentic minor league team.
Ultimately, we decided to lean heavily on baseball since it was the primary differentiator. To ensure clarity, we communicated the “baseball” part of Ballyard Lofts in as few elements as possible. All it took was a circle and that distinctive stitching. The decision to turn the logo into a seal came out of a desire for flexibility. There were talks that the logo might get translated into a sign. We figured the more contained it was, the easier it would be and the more affordable it would be for the developers. As for any concessions to the fact that Ballyard Lofts was a restored brick building, the most we did was add a bit of distressing. The building, we figured, would be able to stand for itself.