Created identity for New York condominium project in Riverdale. Name and identity was developed to reflect an upscale, but affordable, family building opportunity. Created integrated marketing plan to promote unique open floor plans, top-quality appointments, premium building amenities and the renowned Riverdale lifestyle. Advertising campaign promoted both the strength of the family-oriented neighborhood and extraordinary value of the project’s homes. Media plan included both local print and web. An extensive search marketing campaign was the centerpiece of web marketing strategy.