Brand Deep Dive: Eastchester Living

Today we're doing a deep dive into the work we've done for one of our longest-standing clients: Sage Equities. It's been an honor to work with them to help execute their vision to make Eastchester the community that it is today.

When we started working together in 2017, Austin + Anna had just wrapped on 17th Place Townhomes and needed some help developing out their brand strategy and marketing plan. At the time, Purveyor was a dream that was just starting, so Shannon was thrilled! She jumped on board and got to work – bringing to life this beautiful development that would soon become one of the most sought-after communities in Bakersfield.

The townhomes were soon filled up with happy residents and Purveyor House (now Purveyor Branding Co.) was born. Over the last five years, we have grown alongside the Sage team, and now we're proud to see our little corner of Bakersfield thriving.We've loved being there every step of the way as 17th Place Townhomes has now grown into new developments, a bustling neighborhood, and a new brand: Eastchester Living.

Eastchester Living was developed out of a shared passion for creating walkable, innovative, and sustainable communities. This brand serves as an umbrella for all the Sage Equities properties in Downtown Bakersfield, but it's also as a source of information and inspiration for the residents of this growing neighborhood.

Our strategy was simple but intentional: create a community we can all be proud of through beautiful visuals, powerful + thoughtful messaging, and neighborhood engagement. Our team worked with Sage Equities to draw out their vision for our city and package it into a new brand that speaks to like-minded souls looking for a home in downtown Bakersfield. This included a new logo, website, social presence, and more.

Developing the Eastchester brand identity was a fun in-depth project — we needed to create an identity for the umbrella brand, but each of the Eastchester properties also needed their own brand.There are currently four developments (and more to come!), and we loved creating unique messaging + visual identities for each. Here's bit about each and how we developed them.

THE CUE:

This property brings luxury modern living to downtown Bakersfield with spacious one-bedroom units and lofts. They're taking a cue from the past, reimagining it for the future, and improving our downtown and our entire city in the process. For this project, we developed a clean, modern look that's inspired by historic Bakersfield, with a nod to the past and a hip eye for the future. Midcentury meets modern city.

918:

This property is nestled in what was formerly Bakersfield's Printer's Row on 20th + P. The name comes from the art of hand-set typography — referencing the minimum height of letters on a printing press at .918 inches. Pulling from the industrial-cool vibe of the area and the building plans, we developed this brand to reflect the heritage of the neighborhood and we can't wait to see this development become a mark on the future of living in this city. We were also able to work with the city to get the address numbers of the property to adjust ever so slightly to match!

CLÉO:

Eastchester is getting brighter with these flats coming to 18th Street. This brand is slightly more feminine with a distinctly modern vibe. We wanted to create a desirable brand for young professionals coming to live in the heart of our city who desire an urban live/work dynamic. With sustainable features and a beautiful design, and located in a downtown hotspot, this development is going to be a desirable spot for residents in the neighborhood.

17TH PLACE TOWNHOMES:

As the first development, 17th Place really set the tone for the rest of the Eastchester brand. Clean lines, the iconic teal that weaves its way from the doors to the logo, the modern look we've all come to love. Over the past five years, we've brought the brand to life through social media, events, and more, and we're proud to see how iconic it has become today. It's a modern classic and a beacon in our city.

Once we have the brand strategy + messaging in place, it's time to start our design work.

Taking the concept of a name and using it to create a visual identity is a fun process. Especially while weaving in details to support the messaging strategy.When we started, we had four separate brands with unique visual identities, and we needed a brand to hold all of these individual pieces together. That's where Eastchester Living comes in to play.

We worked with the team at Sage to create a cohesive lifestyle brand that would encompass of their properties as well as the big-picture vision for the community. Eastchester Living communities are defined by an atmosphere and amenities that exceed all expectations, and the Eastchester brand truly reflects that. Modern, fresh, clean, and unique, developing the all the visuals for this brand has been a blast.

While we truly love the creative process behind the Eastchester Living brand and all of the properties it encompasses, what we love most of all is working with a client that truly shares our values and our vision for this community.

We love living in a world where folks like Austin + Anna are leading the charge in developing sustainable, walkable, modern communities right in our own backyard. Living in a city where people know their neighbors, share life with those around them, support local businesses, and live healthier lives is no longer just a dream for those of us in Bakersfield — it's quickly becoming a reality.

To the team at Sage, thank you for trusting us with your brand and thank you for investing in this city we all love so much. We can't wait to see what the future holds for downtown Bakersfield.