A Global Visionary Creates a Local Community
Bellevue, Washington, was already home to the families of Seattle’s tech employees, who valued its small-town feel. What it lacked was a gathering place worthy of the city’s cosmopolitan residents and travelers. Fortress Development engaged Resonance to name and position a development intended to be a mixed-use magnet.
Resonance created a brand platform, including development principles, positioning, and brand pillars that blended community nostalgia with the developer’s vision for an inclusive, worldly future that included residences, an Intercontinental hotel, shopping and dining. The storytelling set the stage for the creation of a name and branding.
Resonance named the development Avenue to reflect its scale and sophistication, and created a contemporary identity to reflect its forward-leaning nature. Multi-platform collateral, photography and an ambitious presentation center unveiled the opportunity and the world-class team behind it.