Sloane

Naming
Bespoke Brand Identity
Copywriting
Brand Strategy

AFMKTG led the naming and branding project for Sloane by Holland Partner Group. With architecture by Weber Thompson and interior design by Susan Marinello Interiors, this 45-story mixed-use tower is a beacon of luxury, offering 442 residential homes and 2,000 square feet of premier retail space. Set to redefine luxury living in Seattle's South Lake Union neighborhood.ith west-facing views of the Space Needle, Sloane demanded a name that would resonate deeply with its sophisticated and discerning target audience.

The name "Sloane" was chosen after weeks of creative visioning and rigorous research. The name "Sloane," was inspired by the Sloane Square neighborhood in Chelsea, where stylish young Londoners including Lady Diana Spencer lived, earning them the nickname "Sloanies." The selection of "Sloane" not only represents the building's core qualities but also offers significant alliteration with "Sloane Seattle," allowing the building to project a powerful persona on its own.

Sloane is a testament to AFMKTG's ability to fuse strategic luxury marketing insights with creative vision, crafting an identity for this mixed-use tower that promises an unparalleled living experience amidst one of the most sophisticated tech hubs of the West Coast. This project highlights AFMKTG's unmatched capability to craft narratives that elevate properties into iconic status, supporting its reputation as a leader in luxury real estate branding.

Renderings by Weber Thompson.