✨ Project Spotlight: 700 River | A higher echelon
The future of Austin, elevated.
High end residences for the discerning and culturally curious.
What’s the definition of luxury, really?
No Walls Studio partnered with Trammell Crow (High Street Residential) and BDT & MSD Partners to design a brand and craft the spatial experience for a high end multifamily tower in the heart of downtown Austin. Our clients wanted to decode luxury (a term we overused and didn’t fully understand), define a target audience, and ultimately, create an iconic residence; a community that leads the ATX movement from hidden American gem to a leading global city.
We started with extensive observation: a series of mobile consumer diaries, a research tactic that allows us to live in the shoes of our customers — all through recorded video, image and text based responses to organized activities. We gained a first-person perspective on how potential residents experience their neighborhoods, buildings, amenities, and units. We learned about their values and lifestyles, including common characteristics and ideas that connect distinct groups of luxury residents. From there, we used workshops to define early target audiences and ran a series of in-depth-interviews with prospective residents. We tested different interior programming, design options, and product features. Finally, we introduced a series of experts interviews from adjacent industries to inspire new possibilities for the community.
With a clear customer portrait, concept-tested spaces, and a local perspective on our brand opportunity, we created 700 River — residences for the discerning and culturally curious. 700 River is the future of Austin, elevated; a place that exceeds our customers’ exceedingly high expectations.
🏁 FOCUS
Consumer Research & Insights, Positioning, Brand Concepting, Naming, Messaging, Brand & Identity Development, Brand & Visual Guidelines, Collateral Design, Web Design (JONAH), Floor Plan Artwork/Handouts, Renderings, Uniform Design, Wayfinding & Signage, Art Curation, Campaign Ideation, Soundscape Design
🚀 LAUNCHING
Fall 2024
A heavy dose of cosmopolitan energy.
700 River is a brand for the urbane, world travelers, and culture lovers. It’s where the city and water meet; a juxtaposition of downtown energy and oasis.
The brand identity is sophisticated and stylish; simultaneously authentic to Austin and worldly. The native colors create a sense of place, while the abstract patterns reflect the city’s rise and momentum.
Every touchpoint mapped to 700 River.
From renderings to collateral to music to uniforms to web to social, we brought the 700 River brand to life across a wide range of customer touch points.
In partnership with the development team, we pushed the possibilities of merging the worlds of our favorite high end hotel with a multifamily rental apartment building: such as, the way the brand shows up in different playlists for unique parts of the building, the uniform system catered to different members of the management team, the branded communication guidelines for everyday scenarios, the art that adorns the walls of every amenity space and corridor, the events that cater specifically to our brand (vs. the sameness in the market), the custom welcome gift package and much more. The goal of this expansive effort was to make our positioning immersive in all aspects of the 700 River lifestyle; to help create a place that sets a new benchmark for high end living in Austin.
Follow us on Instagram (@nowalls.studio) to see other case study features from this project.
🚨 WHO IS NO WALLS STUDIO (AND WHAT DO WE DO)?
No Walls Studio is a research, brand and design firm that helps real estate developers create branded spaces that people love.
Our mission is to make sameness extinct in real estate, which means that everything we do comes with new ideas and unique angles — all, grounded in a deep understanding of culture and consumers.
We do three things for our clients (often, all in the same project):
Consumer Research & Insights
Brand Development
Spatial Experience Design
Want to work with us or learn more?
