METROPICA by YOO is a master planned development on 65 acres next to Sawgrass Mills and the Florida Everglades that struggled with its brand positioning and messaging. In order to attract both international and local buyers, the ad campaigns had to create a memorable impact and the digital strategy needed establish trust and create confidence that would entice a wealthier individual to become willing to invest in a dream project that was not built yet by Oppenheim Architecture, YOO Studio, CI Design, and EDSA.

To embrace METROPICA’s proximity to the Everglades instead of being timid about its location and distance from the popular South Florida beaches. “A City at Nature’s Edge” campaign was set to glamorize this new urban community's location and all of its luxurious "designed" amenities. All messaging and visuals for the campaign would portray a consistent theme of what happens when high-fashion collides with the beautiful nature-filled Everglades. To keep the strategy simple: Set the Stage, Reinforce the Dream, Energize the Message, Engage the Market, and Keep the Momentum.

The $1.5 Billion mix-use development has finally broken ground and the first residential tower, YOO, is now 50 percent pre-sold. Both the print and digital strategies have set the stage and are true to the new brand position. Construction is now underway for this 65 acre planned community which includes a total of 2,250 residential apartments and lofts,

a luxury hotel, a total of 485,000 square feet of retail, 650,000 square feet of office space, a salt water pool with a beach club, and a central park with a running and biking path.