After opening its Austin offices in 2020, Minneapolis-based United Properties was ready to kick off its first development in the market in early 2021. 

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The development would bring +/- 1 million square feet of industrial to Buda, Texas. 

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My task was to establish a brand and launch a marketing campaign for the project that accomplished three goals: 

• Introduced United Properties to the Austin commercial real estate community. The marketing materials for the development would be the first impression many in the industry would have of United Properties. 

• Set the property apart from the numerous industrial developments planned or proposed in the market. As the industrial market began to boom, a number of large developments were planned or proposed in the region, and it was important to make an impression that stood out from the pack. 

• Sell the location. The site is located just south of Austin in Buda, Texas. Buda is a thriving community located in Hays County - the fastest-growing county in the country (U.S. Census, 2021). Both employees and employers would benefit from locating in the city, as housing prices were lower and incentive opportunities were greater. 

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In order to accomplish these goals, I engaged Misfit Brands to lead us through a naming and branding exercise and to produce marketing materials that would not only showcase the property but United Properties and Buda as well. 

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To go along with Misfit's design, we needed high-quality imagery to complete the package. We commissioned both photorealistic still renderings and animated renderings to be featured in a property video. Additionally, we worked with Texas-travel blogger Chelsea Bancroft to bring the city of Buda to life through lifestyle photography and video.

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Our marketing campaign launched just before the project broke ground in June 2021, complete with a property website, professional brochure and video. The scope of the marketing campaign far exceeded the norm for industrial properties in the Austin market and set a new standard with which future developments must now compete.