The Waymark is a prominent transit-oriented community adjacent to Walnut Creek BART station and a showcase project for the full range of Red Propeller services. Red Propeller developed the initial target audience, Rails-to-Trails positioning (highlighting the project’s easy access to transit and amazing outdoor recreation), and recommendations for the unit mix, amenities, and programming and services. We then worked with the project team throughout the development process to ensure the positioning and recommendations were brought to life within the realities of architecture and budget. Red Propeller developed the Waymark name and brand story in collaboration with design partner People People, including creation of a Rails to Trails Explorer’s Club (a social club dedicated to showcasing dynamic adventures in the East Bay) to launch the community and support its lease-up. To tie everything together, we spent three days on-boarding the leasing team, training them on the story of the community and its distinction in the Walnut Creek marketplace to more effectively close potential residents.