Why Branding Marketing Works - Lumos & Nox

Why Branding Works - Lumos & Nox

By Lindsay Valenty -

A strong property brand can increase the visibility of new developments, enhance your reputation in the marketplace and increase awareness among your target audiences. 

In this week's blog, we'll share how we helped Lumos & Nox achieve its marketing goals utilizing a unique branding approach.

Lumos & Nox


Located in the Uptown neighborhood of Minneapolis, Lumos & Nox apartments provide anytime access to the best the area has to offer—including lakes, trails, café dining, boutique shopping and nightlife entertainment.

Developed by Yellow Tree and consisting of two buildings, each with its own personality and amenities, Lumos & Nox create the perfect work/play balance for young professionals and couples who want an active, outdoor lifestyle that’s still close to the heart of the city. 


Since the names Lumos & Nox stem from “light” and “dark,” our team used design and copy to create a brand story of balanced living as reflected in the two buildings’ parallel, yet unique lifestyles. Establishing this approach during the branding phase allowed us to market the two properties together in collateral and digital tactics without confusion—creating considerable budget savings along the way.


Through focused brand strategy and digital marketing, we helped Yellow Tree pre-lease 75% of units 4 months prior to opening, far surpassing their hopes for opening day. As the campaign progressed, our digital team employed highly targeted digital ads to tap deeper into markets where we saw the highest conversions.

In the end, Yellow Tree was able to see significant savings by branding and marketing both properties together in a single campaign.


With so many new developments going up each month, the competition for renters and buyers is tough. Building, listing and showing just isn’t enough. Whether you’re a real estate developer putting up student housing, luxury apartments or boutique studios, your new development needs a strong brand identity to stand out from the crowd—and we will give you an edge over the competition.