The Fitzgerald

Located in the prestigious Georgetown neighborhood of Washington D.C., unnamed and unbranded, our task was to launch The Fitzgerald amidst fierce competition. With less than a year until its opening, it was crucial to establish a strong community presence immediately. Extensive local market research revealed a discerning audience with a penchant for fine arts, wine, and cultural pursuits. Armed with this understanding, we crafted an integrated strategy resonant with the intellectual and academic interests of the area. Inspired by F. Scott Fitzgerald’s Great Gatsby theme and the art deco architectural style of the Gilded Age, we developed a compelling narrative.

Our creative process drew heavily from the elegant design of the 1920s, with copy inspired by F. Scott Fitzgerald’s timeless literary style. This vision guided our approach across outdoor signage, advertising, video, digital marketing, and public relations. Each consumer touchpoint was meticulously integrated to bring The Fitzgerald brand to life seamlessly on the page, online, and in person.

With a fully integrated brand strategy we were able to establish a lasting impression in the market, resulting in The Fitzgerald securing 50% in deposits ahead of its late 2024 opening.