Russo DEVELOPMENT / Print House hackensack

Lead marketing, social, email, and resident engagement for The Print House, a luxury residential campus in Hackensack with its own independent brand.

The opportunity:

Print House’s ownership partners wanted the community to stand completely on its own. That meant building and running a separate brand inside a portfolio where everything else shares one identity, using the same team, systems, and resident programs, while making sure The Print House never felt like a copy of the rest.

THE STRATEGY:

• Built a standalone brand presence: Developed The Print House’s own social style, content standards, and voice, keeping it fully distinct from Vermella across every channel.

• Reinvented the creative every month: Created a completely new creative direction each month for resident events and promotions, giving the community fresh, original branding instead of reusing portfolio templates.

• Adapted portfolio programs to fit the brand: Took the portfolio’s resident events, email campaigns, and social content and rebuilt them in The Print House’s own look, so residents got the same high-level experience under a separate identity.

• Marketed the campus lifestyle: Built campaigns around the community’s amenities and spaces, including its business center, to position The Print House as its own destination.

• Kept it consistent at scale: Ran a separate brand alongside 18 other communities without slowing production or losing quality.

The Impact:

• Delivered a fully independent brand that met the partners’ requirements across social, email, and events

• Produced new, original creative every month while keeping quality consistent with the rest of the portfolio

• Contributed to portfolio-wide growth in social reach and engagement, without using any Vermella branding

• Gave residents the full portfolio resident experience under The Print House’s own identity