The Arches, Mott Haven Branding Case Study

Stats

1 in 11 visitors asked about an apartment.

1 in 11

Visitors who sent an inquiry

449 inquiries from about 5,000 unique visitors.

3+ years

Still bringing in inquiries

Live since July 2023, and the form still fills.

449

Inquiries so far

People who filled out the inquiry form. Not clicks, not visits.

Measured 17 Jul 2023 to 1 Sep 2026 · still counting

The challenge

A new address in Mott Haven.

The Arches stands at 224-228 East 135th Street in Mott Haven, in the South Bronx, looking across the Harlem River to the Manhattan skyline. Studios, one and two bedrooms, for rent. Developed by Chess Builders, leased by Rentopia.

A new building in a neighborhood that is still changing has to be believed before anyone steps inside. The brand had to make that case on the street, in a renter's hand, and on a phone, and make it the same way every time.

Developer: Chess Builders
Leasing: Rentopia
Logo, Brand System, Website, Signage, Business Cards & Brochure And Print: Studio Heym

The approach

One mark, everywhere a renter meets it.

The mark draws a single arch through the A, so the name reads as a shape before it reads as a word. It holds at the scale of a building front and at the scale of a business card.

From there the system went everywhere a renter might meet it: the signage across the building and the entrance canopy, the brochure, the leasing team's business cards, and the website. Same mark, same palette, same voice.

The leasing website carries the rest. The neighborhood, the views, the layouts, and a direct line to the leasing team.

The outcome

Still working.

Leasing sites usually peak at launch and fade once the building fills. The Arches has been live since July 2023 and is still bringing in inquiries more than three years on.

449 people have filled out the inquiry form, about one in every eleven visitors. Most came to the site directly, typing the address in rather than finding it through search. That is the signage and the print doing their share of the work.