We built the name around a simple idea: the best information about a neighborhood never comes from a leasing website (nor should it). It comes from the person already living there. The person who knows where to get the best nitro cold brew in the area. When to leave the apartment to catch the Southbound CTA Red Line so you're at work by 9 AM. Which nights Steppenwolf does pay-what-you-can. The name of the dog in the neighboring building whose owner decided pink highlights and a braided tail were "the look." Who's playing at the Salt Shed on Saturday. How far of a bike ride it is to Armitage or the lakefront trail. The unwritten rule that the Whole Foods on Halsted gets a line by 5:30 PM.

So naturally, the brand had to talk like that person. Straight forward, honest, a little funny, and anti general property management-speak.

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Brand-led interiors mean the design starts with who you're building for, not the other way around. Common areas are built for the version of hanging out that doesn't require an invitation, small enough to feel like your living room, open enough to run into someone. That same thinking carries all the way into the unit: checkered tile in the bathroom, painted interior cabinets, finishes that keep the brand present without taking over the whole room. Enough for it to still feel like Inside Info, enough room left for it to feel like someone's own place. Wally, our beloved pigeon? Yeah, he's around.

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We built the name around a simple idea: the best information about a neighborhood never comes from a leasing website (nor should it). It comes from the person already living there. The person who knows where to get the best nitro cold brew in the area. When to leave the apartment to catch the Southbound CTA Red Line so you're at work by 9 AM. Which nights Steppenwolf does pay-what-you-can. The name of the dog in the neighboring building whose owner decided pink highlights and a braided tail were "the look." Who's playing at the Salt Shed on Saturday. How far of a bike ride it is to Armitage or the lakefront trail. The unwritten rule that the Whole Foods on Halsted gets a line by 5:30 PM.

So naturally, the brand had to talk like that person. Straight forward, honest, a little funny, and anti general property management-speak.

‍

Brand-led interiors mean the design starts with who you're building for, not the other way around. Common areas are built for the version of hanging out that doesn't require an invitation, small enough to feel like your living room, open enough to run into someone. That same thinking carries all the way into the unit: checkered tile in the bathroom, painted interior cabinets, finishes that keep the brand present without taking over the whole room. Enough for it to still feel like Inside Info, enough room left for it to feel like someone's own place. Wally, our beloved pigeon? Yeah, he's around.

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We built the name around a simple idea: the best information about a neighborhood never comes from a leasing website (nor should it). It comes from the person already living there. The person who knows where to get the best nitro cold brew in the area. When to leave the apartment to catch the Southbound CTA Red Line so you're at work by 9 AM. Which nights Steppenwolf does pay-what-you-can. The name of the dog in the neighboring building whose owner decided pink highlights and a braided tail were "the look." Who's playing at the Salt Shed on Saturday. How far of a bike ride it is to Armitage or the lakefront trail. The unwritten rule that the Whole Foods on Halsted gets a line by 5:30 PM.

So naturally, the brand had to talk like that person. Straight forward, honest, a little funny, and anti general property management-speak.

‍

We built the name around a simple idea: the best information about a neighborhood never comes from a leasing website (nor should it). It comes from the person already living there. The person who knows where to get the best nitro cold brew in the area. When to leave the apartment to catch the Southbound CTA Red Line so you're at work by 9 AM. Which nights Steppenwolf does pay-what-you-can. The name of the dog in the neighboring building whose owner decided pink highlights and a braided tail were "the look." Who's playing at the Salt Shed on Saturday. How far of a bike ride it is to Armitage or the lakefront trail. The unwritten rule that the Whole Foods on Halsted gets a line by 5:30 PM.

So naturally, the brand had to talk like that person. Straight forward, honest, a little funny, and anti general property management-speak.

‍

Brand-led interiors mean the design starts with who you're building for, not the other way around. Common areas are built for the version of hanging out that doesn't require an invitation, small enough to feel like your living room, open enough to run into someone. That same thinking carries all the way into the unit: checkered tile in the bathroom, painted interior cabinets, finishes that keep the brand present without taking over the whole room. Enough for it to still feel like Inside Info, enough room left for it to feel like someone's own place. Wally, our beloved pigeon? Yeah, he's around.

‍

We built the name around a simple idea: the best information about a neighborhood never comes from a leasing website (nor should it). It comes from the person already living there. The person who knows where to get the best nitro cold brew in the area. When to leave the apartment to catch the Southbound CTA Red Line so you're at work by 9 AM. Which nights Steppenwolf does pay-what-you-can. The name of the dog in the neighboring building whose owner decided pink highlights and a braided tail were "the look." Who's playing at the Salt Shed on Saturday. How far of a bike ride it is to Armitage or the lakefront trail. The unwritten rule that the Whole Foods on Halsted gets a line by 5:30 PM.

So naturally, the brand had to talk like that person. Straight forward, honest, a little funny, and anti general property management-speak.

‍

Brand-led interiors mean the design starts with who you're building for, not the other way around. Common areas are built for the version of hanging out that doesn't require an invitation, small enough to feel like your living room, open enough to run into someone. That same thinking carries all the way into the unit: checkered tile in the bathroom, painted interior cabinets, finishes that keep the brand present without taking over the whole room. Enough for it to still feel like Inside Info, enough room left for it to feel like someone's own place. Wally, our beloved pigeon? Yeah, he's around.

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