the work

What’s not to love about working on a project with an incredible team of partners? From Lakes Sotheby’s (Ben Ganje, Kevin Mullen, John Wanninger), to Streeter Custom Builder, Peterssen Keller, Martha Dayton Design, Martin Patrick 3—the list goes on and on! And what’s also not to love about participating in a project that will change the skyline of Minneapolis forever? When completed, ELEVEN will stand as a masterpiece in the sky. 

Our primary challenge focused on stoking interest in this masterpiece before the builders even broke ground for construction. To us, the task was like trying to share how beautiful the Mona Lisa would be before Leonardo da Vinci even painted it. But where there’s a will, there’s a way, and we knew several ways to get the job done. 

So, we got to work. We started by directing targeted digital and print content towards individuals we identified in our strategy phase as potential occupants of ELEVEN. Our efforts across all platforms—from social media and print to pay-per-click—sought to help prospective residents imagine the heightened experience of living in ELEVEN. We wanted them to get a sense of how it would feel to come home to modern luxury living and some of the finest views in Minneapolis. We learned early on in our careers that if you want to make someone believe in something, you have to make them feel something first. That’s the approach we took with ELEVEN.