COLDWATER AUSTIN

When Kurt Simons Company embarked on the journey to create upscale mid-rise apartment residences on the shores of Austin’s Lady Bird Lake, they recognized the need for a design studio to visualize their dream and breathe life into it.

Kurt Simons Company, a revered force in Austin’s real estate landscape for over three decades, has earned its reputation for impeccable construction and a tenant-first ethos. Their high-rises are beacons of quality, drawing commercial enterprises from all corners of the city, eager to partake in the promise of excellence.

In this collaboration, I had the privilege of collaborating with Coldwater’s project management team and Greystar® Property Management. Together, we embarked on a quest to redefine luxury living in the heart of Austin.

The branding project commenced with an intensive journey of market exploration and persona development, setting the stage for a brand transformation that would elevate Coldwater to the undisputed pinnacle of downtown Austin’s luxury living.

Our collective intelligence revealed many opportunities within the leasing market – a burgeoning cohort of young, aspirational residents who yearned for expansive spaces and a lifestyle that transcended convention. Armed with this revelation, our approach to shaping the Coldwater brand was innovative.

We consciously chose to deviate from the typical luxury apartment checklist, crafting a narrative that promised a place to live and an identity to embrace. We envisioned a lifestyle that would ignite envy among peers – an active, exhilarating, outdoor-centered existence where every day at Coldwater was an invitation to adventure.

Our messaging became the anthem of this lifestyle, a constant reminder celebrating unparalleled walking and biking scores, accentuating the proximity to parks teeming with recreational possibilities, lakeside living, vibrant nightlife, a plethora of culinary experiences, sporting pursuits, enriching encounters with the arts, and an array of neighborhood events that showcased the soul of Austin, including the iconic Zilker Park ACL Festival™ and the beloved Austin Trail of Lights™ holiday tradition.