Marketing, PR & Advertising and Real Estate

Firm re-branding urban apartment portfolio

December 13, 2018
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Lofts of Ionia Grand Rapids interior
A look inside an apartment at the Lofts of Ionia in downtown Grand Rapids. Photo via kmgprestige.com

A property management firm has started to re-brand a portfolio of seven apartment communities across Grand Rapids.

Mt. Pleasant-based KMG Prestige announced last week a new branding campaign for its various 616 Lofts properties.

The portfolio has been re-branded as Lofts of GR.

The re-branding campaign will give each community its own identity and logo, said David Grinzinger, regional VP, KMG Prestige.

The newly named communities are in neighborhoods throughout the city: Lofts on Alabama; Lofts on Ionia; Lofts at the Kendall; Lofts on Michigan; Lofts at 820 on Monroe; Lofts on Pearl; and Lofts on Prospect.

The re-branding transition is in effect and will take a few more weeks to complete, with changes to building signage, websites and marketing and sales materials.

KMG Prestige said it took over property management responsibilities, and ownership, of the 616 Lofts portfolio in the summer of 2017. The portfolio was formerly owned by Grand Rapids-based 616 Development.

“This is an exciting new phase for the company, and the re-branding is a key component in our overall growth strategy,” Grinzinger said.

“And we are excited about the change to our portfolio, which offers loft communities that have emerged as very unique micro-neighborhoods in Grand Rapids and continue to draw interest to those who want to live, work and play in one of the nation’s hottest-growing cities.”

A Business Journal report from June 2017 said 616 Development entered a partnership with KMG Prestige after the number of employees at 616 Development had dropped from nearly 30 to 14.

KMG was set to handle property management for 616 Development, while 616’s founder and CEO Derek Coppess focused on future developments, according to the report.

Coppess could not be reached for comment on the re-branding at press time.

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