Oden Hughes’ newest luxury multifamily community in the Dallas suburbs already had a premier mix of style, location, and amenities going for it. But a few months shy of its opening, it still needed a compelling marketing hook that would draw young professionals and hip retirees like flies to honey. Kairoi Residential, selected to manage Lenox Castle Hills, enlisted Primary to create an ownable, evolving tagline and head-turning visual identity. And when Oden Hughes asked for experiential ways to bring the brand story to life, we put together a dazzling portfolio of jaw-dropping activations that would make any prospect eager to sign on the dotted line. Fancy a pop-up outdoor cinema with a live symphony orchestra soundtrack? Or a dinner party on wheels? They asked for inspired work, and we delivered.