Findigs Apartmentalize 2025
My role:
Senior Writer
The project:
Prepared all content and collateral needed for the Findigs team to attend the National Apartment Association conference
Collaborated on design and messaging to ensure consistency across materials
Wrote marketing and sales copy tailored to the NAA audience
Supported lead generation efforts by creating clear, compelling content to attract and engage prospects at the event
The context
Findigs had been to Apartmentalize before but had never done it this big, and that’s mainly because we redesigned and rebranded everything in 2024. So in 2025, the design team was told to be bold, and that’s exactly what we did.
The deliverables
We set out to create the following:
Conference booth design with new messaging
Billboards
Sidewalk decals
Poker chips (conference location was Las Vegas)
Info booklets to hand out at the booth
Interactive, branded game people could play and win prizes
Attire
Emails and social media posts promoting event
As the writer on the project, I partnered with a product designer to tackle everything we needed to design. I took on all messaging and content design aspects, like writing booth and billboard messaging, editing our blogs into info booklets, writing messaging for the poker chip, writing content for socials, and designing and creating our game. I’ll highlight booth and billboard messaging along with the game in this case study.
Booth design + messaging
The first bit of work we had to lock down was our overall booth messaging because we would center everything else on that core message. So what did we want to say? I partnered with our Associate Director of Writing to land on 3 main ideas we wanted to focus on: speed to decision, occupancy connection, and predictability platform. Which means we deliver speedy and reliable decisions non-stop, our data is connected for you to optimize, and we help you predict risk vs reward.
After about a million riffs, we finally landed on the messaging and got it approved! I’m proud to say the headline riff was mine :) We then worked with our visual designer to design the backdrop, and we were ready to tackle the rest.
The most visible (and expensive) deliverable the associate director and I were tasked with was billboard messaging. I took our core booth messaging along with our core target audience messaging and started writing all sorts of headlines. I explored everything from Vegas-themed one-liners to clear, functional statements. We then came together as a team and chose a few of our favorites to build an ad campaign, which was a success! The billboards actually brought a few leads to our booth who told us that’s why they came. See some of the winners below.
Billboard messaging
Floopcup
Floopcup
I wanted our game to be familiar, engaging, and educational for conference attendees, so I took inspiration from the classic drinking flip cup game and turned it into Floopcup (our looping “f” logo is called a floop). Floopcup is familiar and fun, but it also teaches players about our DecisionAssist product because the goal of the game is to make it through each of the 10 steps DecisionAssist goes through in order to screen rental applications.
The game was a massive hit both internally and externally. We got a few dozen solid leads and a whole lot of brand rep, plus the team wants to play Floopcup at our next onsite, so it’s a culture win, too :)
The results
This whole project was a massive design team effort, and we pulled off Apartmentalize 2025 smoothly and efficiently! Numbers-wise, we saw an increase in impressions and engagement by 60%, we finished the conference with dozens of solid leads, and we did it all looking professional, trustworthy, and cool. It was the company’s first time leaning into the brand we developed, and it’s only the beginning.