Challenge

Brookland is a historic Washington, DC neighborhood. In recent years there has been a lot of housing development with the opening of the Monroe Street Market, which brought in a popular Arts Walk that attracts visitors from all over the city. As the next phase of development, 45 brand new townhomes were being constructed. Workhorse was hired to bring in a fresh take to the advertising campaign, focusing on promoting the historic neighborhood.

Solution

Working with the housing developers and a PR firm, we crafted an advertising campaign centered around the authenticity of Brookland life and putting down roots in the neighborhood—becoming ‘Grounded in Brookland.

 

Photography by Justin T. Gellerson

Best of Brookland

The project culminated in a neighborhood festival featuring live music and food/drink from the area’s restaurants.