Design Army’s pop-art identity for a D.C. apartment building flips the script on real-estate branding

It’s odd that there isn’t more interesting real-estate advertising and branding. As anyone who’s watched Million Dollar Listing knows, making high-end properties feel cool is half the battle—and very little does that better than an eye-catching branding campaign.

Enter Design Army, the D.C. agency, which recently designed an entire identity for Gallery 64, an apartment building in town. The theme is “Living Artfully,” and it’s brought to life with modern pop-art photography, a logo expressed in various ways, and an effortless sense of style.

Residents of the building really are living artfully, as they share a courtyard with The Rubell Museum, and also adjoin Culture House DC, a graphic-covered church.

The agency said it took inspiration from the number 64, evoking that momentous culture year of 1964, with the invasion of the Beatles, civil and voting rights signaling for change, and the arts scene exploding with new interpretations of creativity. 

Design Army said the campaign drove strong demand for units, selling 22 of them in two months—often with a waitlist for tours. See more at the Gallery 64 Instagram.

This isn’t Design Army’s first foray into real estate. Previous project include a whimsical campaign for luxury properties in Thailand that carried a quirky rabbit theme.