Project Brief




Costa Mesa



Developed by CityView, Baker Block is a 240-unit apartment community in Costa Mesa, CA. Based on the thesis that the market wanted product differentiated from the monotony offered in Orange County, Uncomn created a brand and marketing strategy that tapped into the local consumer and drew connections between the property and the surf, skate, and indie-culture.

Creating consistency in the brand was important to the client, allowing Uncomn to offer its full suite of services. Baker Block leased up with the lowest concessions in the market, high dollar per square foot in an area outside of the core and became an award-winning asset, including Greystar’s Lease-Up of The Year.

Baker Block

Brand Identity

Uncomn designed a brand identity for Baker Block that stood out in the market, drew from the surf/skate culture of Costa Mesa, CA, and created a connection to the popular neighboring brands of The L.A.B. and The CAMP.



With Baker Block’s website, we wanted to offer a unique experience in the multifamily space – large images, brand patterns consistent with the leasing experience, and laid back messaging.



As our core service for Baker Block throughout the lease up, Uncomn’s marketing program included distributing advertising spend on social media platforms, social media, email marketing, and live coverage of events. This delivered more than 300+ qualified leads each month, and as part of a targeted marketing strategy led Baker Block to a successful lease up with rents above pro forma.


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We are here to help your real estate project reach its potential with consumer-first strategies and stunning creative. Reach out to us today, whether you are in the planning phases of development or stabilized and looking to refresh your asset. Our team of consumer and design experts are ready to work with you.