Real Estate Journal — Professional Services — November 25 - December 8, 2016 — 13A
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Proverb creates entire suite of communications targeted at “urban pioneers” Douglas Development calls on Proverb for Washington, DC Ivy City Assignment
Hecht Warehouse building
O S TON , MA — Douglas Develop- ment Corporation , the Washington, DC-based real estate developer, has named Proverb as its brand- ing and design agency for the revitalization of Ivy City, ac- cording to Daren Bascome , managing director of the award-winning firm. Armed with a new vision for Ivy City, the long-blighted section of northeast Wash- ington, DC, Douglas Devel- opment tasked Proverb with creating an entire suite of communications targeted at “urban pioneers”, according to Bascome. Anchored by the historic Hecht Warehouse building, the revitalized neighborhood will mix a vibrant array of shops, restaurants and loft- style apartments. The Hecht building is the first residen- tial to come online at the seven-story Ivy City ware- house, which owner Douglas Development is renovating with 335 units and roughly 300,000 s/f of retail, restau- rants and service uses. The building, featuring a Streamline Modern architec- tural style, was constructed in 1937 and expanded in 1948. Working with Douglas De- velopment, Proverb created the Hecht Warehouse brand and launched a new website, environmental graphics and print collateral. In addition to ensuring a successful start to the building’s lease-up, the campaign has helped transform Ivy City into one of DC’s most sought-after locations. “Hecht has created a new neighborhood for DC, almost a ‘mini Meat Pack- ing District’”, according to Bascome. n B
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