Mercato Grove

‘Songbird’ Sets the scene for a Vibrant New Residential and Retail Destination

After naming and branding this burgeoning new apartment community , Think Joule was tasked with creating a holistic expression that would seamlessly weave together the retail and residential aspects of the property. In order to have broad appeal, the property needed to be positioned as a desirable, enticing destination for residents and visitors alike.

As part of the strategy to establish place, Think Joule chose to embrace and elevate the suburban location, leaning into the idea of "the un-downtown.”

To create an instantly recognizable landmark, Think Joule commissioned and art directed 'Songbird,' a vibrant four-story mural by Christian Téllez, creating a breathtaking anchor piece for the community of Mercato Grove.

To showcase the Mercato Grove experience, Think Joule art directed several photoshoots to capture the property which were then used to create a full suite of marketing and advertising materials, bringing the property’s vibrant energy to life across all print and digital channels and strengthening the brand presence through every touchpoint and interaction.

The goal was to generate widespread excitement and drive awareness for the property. Due to a strong identity and a strategic campaign, Mercato Grove has transformed the perception of the suburbs and is now established as a thriving new neighborhood.

Creative Director(s): Jennifer Bryan

Designer(s): Danielle Breck, Bre Tauscher, Nathan Bergfelt

Copywriter(s): Jennifer Bryan, Jamie Bourgidu, Jordan Hall

Other Credits: Jamie Bourgidu — Project Manager, Account Director; Christian Téllez  — Muralist; Brian Burke — Videographer; Aaron Lee — Photographer