Posted by: on February 13, 2015

A Developing Story

Avenue Magazine, Manhattan’s oldest must-read society magazine, brought together some of the leading South Florida real estate developers for a roundtable discussion in their February 2015 issue. So, who do you seek to moderate the discussion between real estate leaders changing South Florida’s landscape? Someone who knows the playing field.

After marketing more than $25 billion in high-end residential real estate in South Florida, Manhattan and around the globe plus 25 years advertising and marketing experience, LGD’s agency President and CCO, Len Dugow, was their best choice.

READ THE ARTICLE.

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Posted by: on December 11, 2014

Triptych Comes To Life At The Nexus Of Miami’s Three Most Dynamic Neighborhoods

Wondering about the immense colored animals displayed at the iconic corner of 36th street and North Miami Avenue during Art Basel? Introducing the site where Miami’s next major real estate development and LGD’s newest project, Triptych, will come to life.

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A mixed-use project by HES Group, Triptych will collect three major tenants under one property brand — Commercial, Retail and Hospitality — at the corner of Miami’s hottest neighborhoods; The Design District, Midtown and Wynwood.

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Built upon the foundation that “Life is a Work of Art”, Triptych will feature more than 400,000 square feet of mixed-use space across 20 stories, and include an upscale full-service hotel brand as well as innovative retail, office and gallery spaces.

Hired by HES Group, LGD created a fresh and meaningful brand for their new mixed-use project. Located in the heart of the art, fashion and design mecca of South Florida, the building designed by architect Bermello Ajamil & Partners will bring a full service lifestyle hotel with 300 rooms, 50,000 square feet of office space, close to 50,000 square feet of luxury retail, an important art gallery of 7,000 square feet with a private entrance, a 10,000-square-foot rooftop restaurant and bar club as well as more than 500 parking spaces.

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Each component of Triptych (commercial, retail and hospitality) carries its own branding, but they are all tied together by the property brand with a meaningful position line.

CREATE
A forward-thinking collective of creative commercial tenants
INDULGE
A progressive lifestyle retailer
REFRESH
An innovative, established luxury hotel brand

We’re thrilled to share some of our initial branding for Triptych, inspired by the notion of three parts to a single work of art. Keep an eye on this exciting new project.

Visit the Triptych Miami website.

Posted by: on November 25, 2014

SeaVault Megayacht Project Reaches Out to the .001%

Branding and launching something that has never existed before can be an exceptional challenge. Particularly when prices start above $10 million and the target market is as guarded and discerning as the so-called .001%. So, when a local developer sought an agency to help launch a new, 14-berth megayacht project on the Miami River, they were wise to choose LGD as their branding partner.

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With a target market of fewer than 2,000 megayacht owners (and their respective captains), worldwide, LGD devised a two-pronged launch strategy, piquing the interest within the target group through an opaque tease (the unbranded insignia), while simultaneously launching in full to a random subset of the same group.

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By triggering the competitive spirit inherent in a peer culture of sportsman such as these, LGD would induce a push-and-pull dynamic whereby those in the know would gain a measure of status by sharing their inside knowledge with the as-yet uninformed, who would in turn be actively seeking the information for themselves.

With this carefully orchestrated plan, LGD not only managed to capture the attention of the megayachting elite, but effectively turned potential customers into an extended sales force inside this notoriously insular culture of professionals. View the SeaVault Miami teaser page: www.seavaultmiami.com.