The Goodwin

Housing Authority Property Brand Strategy & Web Design

West Hartford, Connecticut

The Challenge

A new development needing maximum exposure

As part of a $29 million investment among nine different affordable housing initiatives across Connecticut, Trout Brook Realty Advisors was awarded $3.2 million to design and build The Goodwin.


Unlike the low-income and elderly clientele the TBRA was used to serving, the brand-new sustainably appointed, technology-enabled property’s target market was young professionals, small families, and middle-aged people. They needed a whole new strategy.

The Strategy

Developing messaging and and brand identity, including palette, icons, logo, print, display, web, and advertising

While the building was under development, to pique interest among the target audience and to gather signups to their wait list, we launched a one-page microsite.


We developed the story of the name, neighborhood features list, and property features into approachable content, paired with eye-catching graphics and photos. 


We then designed an ad for West Hartford Life magazine to promote joining the wait list, and submitted the location to online databases.

The Launch

A website, signage, and flyers to gather interest and inform residents

The website features:

  • Floorplan schematics, provided by the architect, and unit details
  • Property and community features
  • Filterable map, by category, with pins for local sites, shops, restaurants, and fitness locations
  • Link to property management company’s online payment system and virtual tour

For posting online and distributing among interested applicants, we designed a branded informational flyer to serve as a drive-to-web piece. We also designed their main street-view signage.

The site has been a huge success! Everyone loved it including the web person for Berkshire Hathaway HomeServices. Most of our leads come from the site.

Joel Rottman, COO/Deputy Director The Goodwin: West Hartford, CT