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120 Up is a forward-thinking mixed-use development in Vancouver, Washington, designed to blend home and workspace for a new generation of professionals. Partnering with Ginn Group, Watson developed a brand identity that positioned 120 Up as an intersection of creativity, flexibility, and community—an approach that resonated with the target audience of entrepreneurs, small business owners, and remote workers redefining their work-life balance. With 20 live-work units, 30 townhomes, and a retail space anchoring the development, 120 Up had to be more than just another residential project; it needed to foster a new way of living and working in one seamless environment.
The name “120 Up” speaks to momentum, energy, and forward progress, reinforcing the idea that this isn’t just a place to live—it’s a place to grow, build, and create. The branding captured this ethos through a bold, modern visual system that balanced urban sophistication with an inviting, community-focused aesthetic. Drawing from Scandinavian design principles, the identity reflected simplicity, elegance, and function. This approach extended across signage, digital marketing, and leasing materials to ensure a cohesive experience at every touchpoint.
A key aspect of the project was developing detailed audience personas to shape messaging and design choices. Through market research, we identified three core groups that would find a home at 120 Up. The Makers are creative professionals—artists, designers, and e-commerce entrepreneurs—who need space to both produce and showcase their work. The Opportunists are professionals who embraced the shift to remote work and sought a more flexible and productive environment. The Proximates are those drawn to the energy of a vibrant, collaborative community, looking for a place where social and professional connections naturally intersect. Each of these personas influenced branding, interior layouts, and community activation strategies.
120 Up’s branding was designed to integrate seamlessly into the day-to-day experience of its residents. From custom signage and wayfinding elements that guide tenants through the space to the digital presence that facilitates leasing and engagement, every touchpoint was crafted to enhance the community feel. Watson worked with Ginn Group to develop a cohesive marketing and lease-up strategy, ensuring that 120 Up not only attracted the right residents but also fostered a dynamic culture that would sustain long-term retention.
120 Up is more than a building—it’s a statement about the future of urban living. By aligning brand strategy with architectural intent and tenant experience, Watson helped create a development that stands out in a crowded market, offering a compelling alternative to traditional residential models. Through thoughtful branding, strategic marketing, and a deep understanding of the community’s needs, 120 Up is set to become a landmark for those seeking a better way to live and work.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
