NextPhase creates ingenious name for concrete mid-rise that sells-out in only two weeks

First is a 55-unit concrete mid-rise development located at the corner of First and Burrard. Challenged by developer Ken Williams to brand the project, NextPhase came up with the name 'First' to reflect the rarity of the development as well as its location on First Avenue. The website domain FirstOnFirst.com was easy to remember and reinforced the double message. We then created a visually impactful teaser site that communicated what a day living at First could be like. The large site sign, combined with the teaser site, generated over 250 online registrations during the generally slow Christmas season. "The name and URL were ingenious. Both strongly contributed to selling out the project in only two weeks," said developer Ken Williams.

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