When Insight Property Group decided to build a new apartment complex on a nondescript stretch of highway, the easy marketing solution might have been to gloss over its less-than-ideal location. Instead, we embraced it—and The Shelby was born. By developing a brand around the escapist romance of the American road, we were able to turn a glaring flaw into a competitive advantage. The Shelby’s “America Restyled” campaign included a robust website, collateral, interior design, and even staff uniforms.