
Case Study

Really Happy You Exist
I'M REALLY HAPPY YOU EXIST
Troy Academy Lofts
Troy Academy Lofts - Troy, NY // October 2023
Troy Academy Lofts aimed to stand out in a competitive rental market by attracting creative, community-minded professionals ages 24–40. Located just outside downtown Troy, the project aligned with the city’s growing public art culture while highlighting the building’s pet-friendly amenities. What began as a dog park mural evolved into a cohesive, site-wide experience spanning the front entryway, rear dog park, and a large-scale building name installation. The front archway mural welcomes residents with affirming messaging and a color palette inspired by Upstate New York’s natural light cycles, while the dog park mural transforms a highly trafficked amenity into a vibrant social hub. Together, the murals and signage reinforce the building’s identity as a creative, pet-friendly community.
Post Results:
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Increased new resident leads and visibility
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High daily use of dog park
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High organic social media awareness
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Improved resident mood and sense of belonging
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Market differentiation as creative, pet-friendly community






