In 2017, Jair Lynch and Bozzuto began the renovation of the historic Meridian Hill Hotel into a modern, premium apartment complex. Due to the building's historic structure, the apartments had limited square footage, which presented a unique challenge in attracting potential residents. They enlisted WHITE64 to redefine this well-known neighborhood while developing a comprehensive market strategy and a strong brand identity to engage new residents.

Our team conducted in-depth research on the neighborhood, the building’s history, and local demographics, creating detailed personas to guide the strategy and inform the new brand direction. The name âme, meaning “soul” in French, was selected to reflect both the building’s rich history and its French architectural influences. The messaging centered around “A New Perspective,” highlighting not only the building’s evolution through a dramatic renovation but also its appeal to residents who sought to be part of the neighborhood’s dynamic history and diversity, all while enjoying modern amenities. 

The project was a fully collaborative, end-to-end experience. In addition to a new logo created by our team, I led the development of a range of marketing collateral to build awareness of âme and engage key audiences—residents, prospects, local businesses, and realtors. I also oversaw casting and styling for the photoshoot, directing the session alongside the photographer. As the sole designer, I was responsible for the full design of the âme website, from wireframes and sitemaps to the final visual execution.

The brand’s influence was felt even before the apartments opened. Within just one week of installing the âme branding and website URL on the construction scaffolding surrounding the building, Bozzuto saw over 1,000 new resident inquiries—a dramatic surge in interest that validated the impact of the reimagined brand identity. 

We also ensured that every touchpoint within the building reflected the âme brand, from visual cues in the interior finishes to exclusive design elements that reinforced the brand’s essence. WHITE64 collaborated with a public art consultant to further immerse potential residents in the cultural and community vibe, helping them envision the lifestyle they could soon experience.