The final presentation on AF messaging presented by TMG Brand Communciations in May 2004.

1. Defining the Personality Attributes, Brand Story and Overall Messaging Campaign for Apartment Finder Presented May 18, 2004

2. Positioning Statement Apartment Finder is the preferred choice of critical information for apartment shoppers. By constantly studying the lifestyle of today’s renter and adapting our strategies, we effectively connect apartment communities to the most qualified prospects. Definition Differentiation Deliverable

5. Apartment Finder Brand Story Fun Impact Understanding Lifestyles Consumer-Focused Client-Focused Intelligent Helpful Concerned Approachable Human In-Touch Adaptive These ideas and attributes translate into an identity that centers around personal stories and narrative. Lots of warm, bright colors used to excess, serif typography, larger text formats, and additional points of interest such as tips and local information that would be of interest to renters. Intelligent Knowledgeable Fun Determined Engaged Strong Adaptive Resourceful Effective Opportunistic These ideas and attributes translate into an identity that centers around a visual language which uses bright colors, large text, graphic violators, and asymmetrical formatting. This scheme would look closer to what Apartment Finder has right now, only with a stronger grid system, approach to typography, and layout definitions. Each story is connected to the proprietary idea of process.