The Confidential is a new apartment tower in Seattle’s Belltown neighborhood. Developer Security Properties hired Red Propeller to develop a name and story that would help the project stand out and succeed in an extremely competitive submarket.

After analyzing the competitive context, Red Propeller defined a target audience, presented naming options and, once a name was selected, developed a brand story, strategy for integrating the brand into the community, marketing tools, and a launch strategy, and trained the leasing team in how to sell the story to potential residents.

The brand that Red Propeller developed leaned into Belltown’s history as a dynamic home to industry and artistic expression, and the tower’s relatively boutique size, and sophisticated design and art program, including a unique John Fleming art piece that runs down the full height of the tower. A distinctive and somewhat mysterious logo and website add to the allure.

The Confidential is an insider’s address created for people who celebrate a truly local perspective and expression.