Prior to working in Boston you worked as a graphic designer in Moscow, Russia. What was it like to transition from Moscow to Boston?
Pretty easy, actually. When I first moved to Boston, I lived in Brookline, which has a sizeable Russian community. I heard Russian all the time and could walk to six Russian grocery stores. Even the local Trader Joe’s had signs in Russian!
What are you most looking forward to while working at Neoscape?
This is a geeky answer, but I’m excited about the digital pieces I’ll get to make with the team. I’m working on designing an app now, and I’ve never done that before. Also, I’m used to being in work environments where I’m one of a few creatives and have wanted to work with a large creative team.
Where do you turn for design inspiration?
My ideas usually come when I’m in the middle of doing something else – walking, brushing my teeth, doing the dishes, or riding the T.
When you’re not busy working as a graphic designer at Neoscape, what do you like to do for fun?
I like to mountain climb, practice yoga, learn something new, and travel whenever I can.
Speaking of fun, do you have any fun activities planned for this summer?
My boyfriend and I go hiking in New Hampshire almost every weekend and are planning to climb all the 4,000 footers in the White Mountains by Thanksgiving. We’ve climbed 29 of the 48 mountains so far, and when we finish, we’d like to hike in Patagonia.
Neoscape employees have pretty eclectic tastes when it comes to beer…There’s always something new in the kegerator. On that note, what’s your favorite type of beer?
Cold. Besides that, one of my favorites is Belhaven.
What would your last meal be?
Sushi. I bet I could have it every day and not get sick of it.
You recently biked the five boroughs in New York. What was that experience like?
Fun! I loved seeing the city from all different angles and biking in the middle of carless roads. I wish I could have biked faster though. The roads were packed with over 30,000 riders.
With over ten years of expertise in real estate, architecture, design, luxury goods and media, Jill Krupp has joined Neoscape as a Creative Director.
Jill has extensive experience that makes her an asset to the team, having served as the Associate Director of Marketing and Branding for Aby Rosen’s real estate firm RFR, where she directed and managed integrated marketing campaigns, brand creation and design initiatives for the firm’s commercial, luxury residential, hotel and retail properties and new developments in New York, Miami, Tel Aviv and Germany.
Jill’s background is rooted in creating a customer experience across marketing platforms, using interactive graphic elements within her work to communicate a vision, create brand awareness, and sustain a project’s identity once it has been realized. But there’s still so much more to know about Jill. So we asked her some questions. Here’s what she had to say:
You have a ton of experience working with all types of clients in real estate, architecture, and design. What is one of your favorite projects you have worked on?
Throughout my career, I have been fortunate enough to work on marketing campaigns for some of New York’s most iconic buildings, including the Seagram Building, the Lever House and the Gramercy Park Hotel. I’ve been in love with these buildings for years, so working with them was really a dream come true for me!
What is your favorite aspect of the branding and design process?
In my opinion, some of the most successful projects are those that are approached holistically- where the landscape and architecture are reflected in the branding and design. Finding an intelligent and creative way to successfully accomplish this is my favorite aspect.
Who would design your dream apartment/house/residence?
That’s easy- my fiancé and favorite architect Juan Uribe. His firm Pauli & Uribe Architects restores townhouses throughout Beacon Hill, Back Bay and the South End, and they do exquisite work. We always joke that with my love of architecture, it’s a good thing I love his work. Otherwise, we might not have made it to a first date!
When you’re not running killer campaigns for clients what do you do to have fun?
I was a dancer growing up, and I still love taking ballet classes. I LOVE to ski. I’m a big reader and have read almost everything by Japanese author Haruki Murakami. I also watch a lot of old movies- Hitchcock’s are my favorites.
Two weeks ago, we attended ICSC’s annual RECon event in Las Vegas. RECon is the global convention for the shopping center industry and provides huge networking and educational opportunities for retail real estate professionals. With over 1 million square feet of conference space and over 33,000 attendees, we covered a lot of ground and a lot of networking. We had over 20 client meetings with clients including Vornado and New England Development and networked with several real estate professionals on future projects. A few of our clients displayed Neoscape work such as: Federal Realty and Thor Equities.
Here’s a look at our team throughout the conference:
Mixed-use real estate developments have never been more popular because of the proven success that can arise out of combining housing, retail and office space. But they can be a challenge to market. There are often at least three distinct audiences: people who want to buy or rent a home that checks all of their boxes; shoppers who may already have a lot of choices; and business owners who must balance providing amenities with the price-per-square-foot of their office space.
The good news is it’s not impossible to market a mixed-use development well. And there are many examples of real estate companies that have succeeded. So what are the secrets to success? Here are three tactics:
1. Be less literal with words and images. Instead of having intensely detailed marketing collateral developed for each type of space, consider approaching the project holistically so that the whole is more appealing than its parts. Think about a higher-level message that could appeal to all of the audiences. For example, at Assembly Row (the site of a former Edsel assembly plant) in Somerville, Mass., Federal Realty chose to use the word “Assemble” or “Assembly” as a key verb or noun in its messaging, while also serving as a double entendre that all of these uses are being assembled together for the greater good. Creating films or renderings is another way to be less literal. They can be evocative about a vision or a general location, without getting caught up in the details of what an office, apartment or storefront will look like, while providing overarching branding for the site.
2. Develop an App. Think about your poor salespeople! You have brokers trying to lease office, retail and rentals – or maybe even selling condos. Do they all know the big picture story? Each target will want to know: who is going to work/sleep/shop here? An app allows for salespeople to toggle through various stories, renderings, concepts, floor plans, providing that finer-grained detail when necessary, but also packaged in a way that connects the dots and shows the multiple layers of collateral. Having something tangible is always important in a sale.
3. Don’t ignore the actual site, even if it’s a dirt pile. That may sound scary, butgetting potential customers comfortable with a place is often the first step in making them want to go more often. Even before you break ground, this approach builds momentum through branded events such as food truck festivals, movie nights, concerts or art shows – it is essential when you have the challenge of trying to reposition an area in addition to marketing mixed-used projects.