Case study · Brand and launch
The Wooster
Building a brand, a website and a launch plan for a new 150-home community in Fox Lake, Illinois.
90 days
From kickoff to brand, website and launch plan
150
New homes in Chicago's northwest suburbs
Aug 2026
Brand and website live
The challenge
A new building, a new name, and no brand yet.
The Wooster is a 150-home community in Fox Lake with Metra access to Chicago. It needed a name people would remember, a website that ranked, and a pre-leasing plan before the doors opened.
What we did
Brand, website and pre-launch marketing in one 90-day build.
- Brand identity. A brand identity built with a design partner, with Genius managing the project from start to finish.
- Website. A new property website with SEO and AI search groundwork in place before launch.
- Tracking. Analytics and conversion tracking set up before the first ad ran.
- Launch media. Billboards, paid search and paid social for pre-leasing.
- Organic social. Branded social content to build interest before move-ins.
Where it stands
The brand and website launched in August 2026, and pre-leasing is under way.
We'll add lease-up results here as the building fills.
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