Mercato Grove

transforming the ‘burbs

Mercato Grove set out to create a new kind of apartment community: a seamless weaving of residential and retail that could offer the energy, amenities and experiences of downtown Portland from a decidedly suburban location.

The challenge was to make that location part of the appeal. I helped develop the positioning, naming, brand story and messaging around the idea of “the undowntown” embracing Lake Oswego rather than positioning it as an alternative to somewhere else. We recommended a single name for the entire community, strengthening the relationship between residential, retail and dining and positioning Mercato Grove as a hospitality-inspired destination for residents and visitors alike.

Role: Senior Strategist and Copywriter

Developed positioning, naming, brand story and messaging
Wrote copy across web, print, campaigns, social and partner communications
Set strategy for prospect tours and the leasing experience
Developed signage programming and guided creative through design development
Helped shape the brief and strategic direction for the commissioned mural

Mercato Grove — it’s all here

Amenities for days, treasured local restaurants and the most showstopping apartments in the Portland area.

Mercato Grove had an abundance of offerings unlike anything available outside of the urban core. ChefStable restaurants. A maker space and community pantry. A pool and wellness spaces. A library parlor, whiskey lounge, arcade, public art, and even a thriving duck habitat.

The messaging strategy organized that abundance around the experiences it enabled rather than simply cataloging features: Imbibe. Craft. Nurture. Unwind. Delight. Together, they gave the community a more distinctive personality while creating a flexible framework we could carry across the website, leasing materials, campaigns, social and partner promotions.

Across every touchpoint, the goal was the same: make Mercato Grove feel like a place worth going to and a place worth calling home.