Gray’s Station

Building a solid brand.


Hubbell Realty Company was preparing to break ground on Gray’s Station, a first-of-its-kind neighborhood and the biggest housing development in downtown Des Moines history. Hubbell needed a recognizable brand and awareness strategy to showcase how this new community combined the vibrancy of the city with close outdoor access to Gray’s Lake.


Through conducting qualitative research, SA identified perceptions about living in downtown Des Moines and uncovered insights about the upcoming Gray’s Station neighborhood. With this information, SA created unique brand positioning and personas which fueled logo development that connected fast-paced metro living and the escape of the outdoors.


Armed with a strong brand, Hubbell was presented with a strategic communications plan to build awareness of this unique downtown living solution, educate the community about the benefits of this new neighborhood, and increase interest in rentals and home purchases.

Gray's Station

Strategic Services