Case Study

Botanic Heights.

Two hundred and ninety apartments on Franklin Avenue, named for the garden at the end of the block — and leasing from a site more than half its visitors found by searching.

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botanicheights.com Visit site ↗

Location: Crown Heights, Brooklyn
Type: 290 apartments
Package: The Signature
Add-ons: Signage
Launched: April 2026

STATS

410 inquiries in the first four months.

Three and a third a day, every day, since the site went live on 16 April 2026.

410

Inquiries since launch

People asking about an apartment. Not clicks, not visits.

1 in 21

Visits that became an inquiry

One in every twenty-one people who landed on the site got in touch.

52%

Of visits came from search

More than half found the building by looking for it, not by being sent.

6.4×

Growth, first month to fourth

Month four brought six and a half times the traffic of month one.

Measured 16 Apr — 19 Aug 2026 · 126 days live · still counting

Signage, Franklin Avenue

The neighborhood split into categories. Moving images instead of still ones.

The challenge

A name that had to work on a sign and in a search.

Two hundred and ninety apartments, one address, and no name yet.

Botanic Heights stands at 960 Franklin Avenue in Crown Heights, a block from the Brooklyn Botanic Garden and a short walk from Prospect Park. Two hundred and ninety apartments in ones, twos and threes, all leasing at once from a standing start.

A building name is not a logo exercise. It has to survive being set in metal at eye level on Franklin Avenue, typed into a search bar by someone who half remembers it, and read in a listing beside a hundred others.

Botanic Heights does all three. It names the garden the building overlooks and the neighbourhood it stands in, in two words that are already how people describe where they live. The address carries the rest of the weight on the sign. The search results followed.

Developer: Jay Group
Leasing: Rentopia
Naming, Brand System, Signage & Website: Studio Heym

Street poster options

The brand, in motion

The approach

Built to be handed over.

The page that changes most often is the one they change themselves.

A lease-up site is only current until the first apartment goes. So availability was built as something the leasing team edits directly, the moment a unit's status or price changes, without sending anyone an email and waiting on a reply.

That decision shows up in the traffic. Availability is the second most visited page on the site, behind only the home page. The part of the building that moves fastest is the part the client owns outright.

The rest of the system was made to hold together away from the screen: the wordmark set over the address on the Franklin Avenue panel, the same type on the window banners, the same palette in print. One building, one voice, whether you meet it on a phone or on the pavement.

Branded items

Brand icon that acts as a shadow to the cursor

The outcome

It kept getting found.

The curve went up, not down, for four months straight.

Most launch traffic spikes and settles. This didn't. The first thirty days brought 600 sessions; the most recent thirty brought 3,871 — six and a half times as many, four months in, with no paid campaign carrying it.

Over the whole period 52% of visits arrived from search, and another 423 came across from StreetEasy. The site now sees around seventy visits a day, holds people for a real read rather than a bounce, and sends the ones who are serious to a page the leasing team keeps accurate themselves.

Real reviews

What the developer said.

We needed a brand that could hold its own against much larger projects. Studio Heym delivered — polished, credible, on brand from day one. Our leasing team said it was the best marketing package they'd ever worked with.