When a developer chose Grand Rapids as the home for their new luxury apartment community, the apartments — and the brand — needed to be built from the ground up. Grey Matter Group was chosen as an agency partner to help establish a go-to-market strategy and to help define and build the new brand’s personality and look. While researching the history of the neighborhood, it was discovered that the area was once home to a turn-of-the-century brickyard. So The Brix at Midtown was born. Grey Matter Group was a key creative and strategic partner with the developer leading up to and throughout project launch.