1. Real Estate Marketing
and Branding
Taking Properties to Market
Presented by Torque 09.07.12
1P © 2012 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

2. Elysian Hotel and Residence
Website and Digital Marketing
Advertising Direct Mail and Sales Collateral
Personalizing the Ultra- Challenge
Elysian Development Group, developers of an ultra-luxury hotel “We built on a theme that suggests an experience from another
Luxury Hotel-Residence
and residence project in the Gold Coast area of Chicago, engaged time, another place — something hand crafted,” says Kevin Masi,
Torque to brand and market sales of pre-construction units. principal at Torque. “We emphasized its European mystique. Our
work in developing the hotel name, images, language,
Awards Founder and President David Pisor’s approach to the hotel- advertising campaign and website grew from this sensibility.”
residence business was aimed at creating an unparalleled and
· Adrian Award, Direct Mail
highly individualized customer-service experience, requiring Result
· Communicator Award of Distinction, Advertising Campaign
a very distinctive marketing image. Pre-construction sales success led to an increase in the project’s
Accolades scope, inspiring the Elysian to purchase adjacent property. Open
“From the beginning, Torque has been attuned to my unique Solution since mid-2009, and housing seven exclusive retail amenities,
concept of providing an exceptional personal service experience Torque positioned the hotel with special consideration of Mr. Pisor’s The Elysian is a jewel of the Gold Coast, often cited in business
to each and every guest. Their creative translation of that idea vision, distinguishing it from the onslaught of institutional-luxury publications for its daring model, as well as in the elite travel and
into our communications has been highly accurate, inventive offerings aimed at high-net-worth consumers. tourism media for its unparalleled elegance. It is one of the few
and polished.” successful hotel condominium projects in the market.
— David Pisor, Founder and President, Elysian Development Group
© 2012 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

3. JF McKinney
Large presentation panels for various pitches Brochure
Tales of David and Challenge
JF McKinney is Chicago’s boutique firm, specializing in ability to rapidly lease a very difficult properties, as well
Goliath: toppling the landlord representation, project marketing, leasing to
land acquisition, and property development. A small firm,
as a special way of handling premium buildings in the
highest demand districts. Torque worked closely with
towering giants of they have grown in reputation to rival even the biggest
players. They recognized the need stronger marketing
the principals of the firm to craft new business materi-
als, messages and collateral, creating a tone and image
office vacancy materials and presentation tools to compete. Torque was
brought on as marketing and branding agency to help
of prestige and sophistication, backed by high status
project results.
with JF McKinney’s corporate marketing, and to also pro-
vide marketing support for the properties they manage. Results
Torque has been working with JF McKinney ongoing,
Solution helping them pitch new business, and marketing prop-
In reviews of the company’s accomplishments and the stat- erties. Our assistance in the sales process has given them
ure of the engagements, we realized there was something a sophisticated edge, further growing their spirited,
special about this company. They displayed a unique and unique brand and reputation in the market.
© 2011 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

4. Fairmont Luxury Hotels, Residences and Resorts
Brochure
Expression of Luxury Challenge
The Fairmont, known for its premier luxury hotels, residences and Torque developed the story of a hidden desert oasis, telling it sug-
in the Southwest
resorts, wanted to raise the standard for quintessential elegance gestively rather than literally, and hinting at spiritual riches to be
in residential living. gained in addition to exquisite comfort and indulgence.
The Desert Jewel development just west of San Jose, CA, is a perfect The sales package we designed, including a sales brochure, sell
expression of such a development. It offered unique amenities sheets and enclosing folder, all suggest this experience, from
and an investment opportunity. Torque was brought on to bring image and color to type and paper selection.
the concept to life and market units during pre-construction.
Result
Solution With this compelling brand narrative, the brokers selling units
As with every real estate offering, we were careful to emphasize will be able to engage second or third vacation property owners
the unique aspects of location and the potential property value who seek something more than premium golf, responsive service
increases for condo buyers. To craft the unique expression of and opulent appointments.
what the Desert Jewel offered, we described an experience hinting
at the magic of the desert, suggestively appealing to the audience
tribe Fairmont was targeting.
© 2012 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

5. 360 W. HUBBARD SET TO RISE IN SPRING 2012
The ink is almost dry on plans to build a 450-unit luxury rental property
adjacent to Habitat’s Chicago Regional Office. 360 W. Hubbard will be an
amenity-rich and beautifully designed complement to its sister community,
Kingsbury Plaza. Groundbreaking is scheduled for Spring 2012.
Groundbreaking
The Habitat Company
KENMORE APARTMENTS CREATING COMMUNITY SHAKING HANDS
JOIN THE GREEN SCENE FOR ATLANTA SENIORS WITH THE BRISTOL
Celebrate another first for Habitat – It’s all about connecting! Together We are proud to announce the
our first green community. Kenmore with our partners at the Atlanta addition of The Bristol Condominium
habitat@work Apartments, a Chicago Housing Housing Authority, Habitat has to the Habitat family earlier this year.
Authority community located in the embarked on a $7+ million program The Bristol, a beautifully appointed
Team Newsletter Uptown neighborhood in Chicago. to create fitness centers, media luxury condominium in Chicago’s
Spring 2011 The demand for Kenmore was rooms, business centers, enhanced Gold Coast, adds 178 units to the
overwhelming. They opened their lobbies and concierge services for more than 4,000 condo units under
do
doors in February and were 100% At
Atlanta seniors. It’s all part of an Ha
Habitat management. Here’s to a
leased in just three months! effort to help seniors build relation- long and fruitful partnership with The
ships and create community. Bristol!
In Touch
Ready. Set. BRAND AMBASSADORS BRING IT ON… ONLINE!
OUR Grow.
Habitat’s Brand Ambassadors are full speed ahead. They have taken our
360 W. HUBBARD SET TO next level by connecting2012our customers on Facebook
brand to the RISE IN SPRING with
and Twitter. These social networks allow us to keep our residents in the
The ink is almost dry on plans to build asure the community events are front and center.
know and make 450-unit luxury rental property
adjacent to Habitat’s Chicago Regional Office. 360 W. Hubbard will be an
Check us out:
amenity-rich and beautifully designed complement to its sister community,
Kingsbury Plaza. Groundbreaking is scheduled for Spring 2012.
Groundbreaking The Winner’s Circle
THREE CHEERS FOR DAN
ROCKAFIELD!
At the Y-Me Race on Mother’s
Day, Habitat hit our fundraising
goal of $10,000. Congratulations
and thanks to Dan Rockafield
who led all participants by
raising $1,925 for the team.
KENMORE APARTMENTS CREATING COMMUNITY SHAKING HANDS
JOIN THE GREEN SCENE FOR ATLANTA SENIORS WITH THE BRISTOL
Celebrate another first for Habitat – It’s all about connecting! Together We are proud to announce the
our first green community. Kenmore with our partners at the Atlanta addition of The Bristol Condominium
Apartments, a Chicago Housing Housing Authority, Habitat has to the Habitat family earlier this year.
Authority community located in the embarked on a $7+ million program The Bristol, a beautifully appointed
Uptown neighborhood in Chicago. to create fitness centers, media luxury condominium in Chicago’s
The demand for Kenmore was rooms, business centers, enhanced Gold Coast, adds 178 units to the
overwhelming. They opened their lobbies and concierge services for more than 4,000 condo units under
do
doors in February and were 100% At
Atlanta seniors. It’s all part of an Ha
Habitat management. Here’s to a
leased in just three months! effort to help seniors build relation- long and fruitful partnership with The
ships and create community. Bristol!
habitat@home Poster Direct Email Brand Updand and Standards Guide
In Touch
Keeping Pace with OUR BRAND AMBASSADORS BRING IT ON… ONLINE!
Challenge
The Habitat Company is a 40-year old real estate compa- tions. Torque then developed global corporate market-
Modern: a Real Estate
Habitat’s Brand Ambassadors are full speed ahead. They have taken our
ny with a deep development and building management ing materials as well as individual property promotions
brand to the next level by connecting with our customers on Facebook
and Twitter. These social networks allow us to keep our residents in the
know and make sure the community events are front and center.
Check us out:
portfolio. They’ve become an icon in the industry and and tenant outreach. Communications needs ranged
Company for People The Winner’s Circle
have been ever eager to update their image and keep
pace with modern marketing. They engaged Torque as
THREE CHEERS FOR DAN
ROCKAFIELD!
from online marketing to on-site signage and advertising,
as well as represent the unique offerings of each of their
their agency of record to support them in this effort.
At the Y-Me Race on Mother’s
Day, Habitat hit our fundraising five lines of business.
goal of $10,000. Congratulations
and thanks to Dan Rockafield
who led all participants by
raising $1,925 for the team.
Solution Results
Part of marketing for the Habitat company required Torque continues to be the Habitat Company’s go-to
systematizing their core brand and logo assets. Torque agency for marketing and creative needs. We’ve helped
updated the logo, giving them a system for consistency them launch numerous initiatives as well as keep up with
and a structure for internal and external communica- the daily maintenance of communication.
© 2011 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com