Gateway Crossings is a 20-acre development by Holland Partner Group in Santa Clara, planned to include four apartment buildings, a hotel, retail, and two public parks. It is immediately adjacent to the Coleman Highline project, in San Jose, which includes seven office buildings, totaling 1.5 million square feet, home to Roku and TikTok/ByteDance, plus an Element Hotel, amenities and parking.

After researching the local context, Red Propeller developed a recommended target audience, umbrella positioning for Gateway Crossings, built around the idea of personal passions, and sub-positioning for each of the four planned residential buildings, keyed to specific passions. We then developed detailed programming recommendations to bring the positioning and sub-positioning to life in each of the buildings, and unit mix and size recommendations for each of the buildings.

The first community, Orlo, opened in 2024, and the second, Alba, is under construction.