ROLE

CD/Writer & Brand Strategist

AGENCY

Kairoi/Primary360

VIBES

Folx, Myths & Neko Case

TEAM

CD/Writer: Jess Tardy

AD: Michael Hinde

ECD: Keith Caruso

VIDEO: Nick Agri

WORK

Brand Voice

Lease-Up Campaign

OOH

Brochure

Promo Items

Teaser Video

The Gage, a high-rise in Denver’s River North Arts district, needed to attract the neighborhood’s creative community—artists, mixologists, tastemakers, and influencers who had high standards for authenticity. The challenge was creating a brand experience that would resonate with people who could spot manufactured “cool” from a mile away.

Working with Primary360's team, we developed a brand strategy rooted in archetypal storytelling rather than typical luxury amenity marketing. The neighborhood’s connection to Beat Generation history (Kerouac himself once haunted these streets) demanded something iconic, even mythical.

Our insight was that Denver’s creative community wasn’t looking for another generic luxury building—they wanted a place as interesting as they were. We developed the “Modern Creature Comforts” brand platform, drawing visual inspiration from local tattoo parlor culture and crafting messaging that spoke in archetypal language—part siren song, part manifesto for the creatively restless.

The brand strategy extended beyond traditional marketing into experiential community building: crowdsourced “spin your own vinyl” events, art shows, and makers' markets that turned prospective residents into participants. This approach created authentic cultural touchpoints that attracted Denver’s tastemakers not just as customers, but as community members. The Gage became the kind of place where the coolest people in the neighborhood actually wanted to live, proving that archetypal brand positioning and authentic community experience design drive stronger resident engagement than generic luxury marketing.