The Pop Blocks is a new mixed-use district that Security Properties is developing on the site of a former Pepsi bottling plant in Portland, Oregon. Plans call for apartments, senior housing, retail, and public spaces, including reuse of a distinctive mid-century pavilion.

Based on research into demographics, lifestyle, employment, the competitive set and pipeline, and other local factors, Red Propeller developed a target audience and placemaking strategy for the district. We then provided naming for the district (Pop Blocks) and first multifamily community (Splash), a marketing story and brand identity for the Pop Blocks and Splash, a strategy for integrating the brand into the project, and a full suite of marketing tools. Finally, we trained the Splash leasing team in how to sell the community’s unique story to potential residents.

The result is a community with a distinctive personality that fits right in with its quirky hometown while also standing out from competitors that are more generic.