Brick Capital

The Rally Apartment Branding

An Unexpected Name and Theme Energize This Non-traditional Apartment Community


  • Strategy
  • Naming
  • Brand Identity
  • Leasing Collateral
  • Web Design
  • Digital Advertising
  • Content

The Rally is a collection of 88 studio to three bedroom apartments in Philadelphia, set around communal spaces that are made for good times—each a reflection of South Kensington and Fishtown’s history, with an updated edit.

The unexpected brand narrative and experience was thoughtfully created in collaboration with the Brick Capital development team and the renowned Stokes Architecture. Cohere provided cohesive brand strategy, naming, and identity services, engaging in environmental signage design, content capture, marketing and digital advertising for the brand to ensure a successful lease-up campaign for the property.

As a core piece of the branding strategy, Cohere strategized, wrote, and designed a zine to pay homage to the camaraderie that exists in the Fishtown/Kensington neighborhoods, where friends rally around friends, neighbors, and local businesses.

In it you’ll find notes from the area's finest, an interview with the designers behind many beloved Philly spots, plus a peek at the apartments themselves—a place to call home on the edge of it all. The Lineup, as it was named, was printed with care on classic newsprint and distributed among neighborhood hot spots.

We compiled content that told the story of the creatives that make this property unique - for social media, ongoing marketing and the digital presence needed to lease up effectively in a competitive market. Philadelphia branding and marketing in real estate has always required a bit of tenacious storytelling, but The Rally stands out amongst comparables in an authentic way.

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