Yarrow

Background

A real estate firm launches in an underserved market.

Yarrow is a real estate firm dedicated to enlivening historic properties in Ypsilanti, Michigan. Through a commitment to careful preservation, responsive management and inclusive practices, it brings attainable elegance to a beloved city. Yarrow’s mission extends beyond providing housing; it aims to foster a deeper sense of home and build a more connected community. With plans to expand into both residential and commercial sectors, Yarrow is poised to make a lasting impact on Ypsilanti’s real estate landscape.

Challenge

Building from the ground up.

When the founders of what would become Yarrow approached Sunup, they had a clear vision but no name or brand. The challenge was to create a standout identity in Ypsilanti’s crowded market that could evolve from residential roots to commercial aspirations. With these goals in mind, Sunup needed to transform this unnamed company into a compelling brand poised for growth.

Solution

Yarrow takes root.

We began by creating the name “Yarrow,” inspired by a native Michigan flower known for its hearty nature and understated elegance. The name also evokes a sense of home, as birds use the plant’s feathery foliage to build nests — a perfect metaphor for a welcoming real estate firm. We then crafted a full identity, including a color system that draws from the downtown storefronts of Ypsilanti. Finally, we helped activate the brand in both digital and tactile ways, from a website and social media assets to signage and business cards. We even recommended offering yarrow tea to tenants and planting the flower around properties, making the brand a memorable, multisensory experience.

Outcome

From nameless to noteworthy.

Sunup’s efforts transformed Yarrow into a distinct brand in attainable housing, generating both local interest and investor attention. We positioned Yarrow as a leading residential real estate firm in Ypsilanti, which helped attract local media coverage and achieve a five-star Google Business rating within two months. The new brand also drove social media traction, drawing in hundreds of followers across platforms in just two weeks. Best of all, Yarrow saw a surge in tenant interest, reducing average vacancy periods from one month to five days and resulting in significant cost savings. This success set the stage for Yarrow’s expansion beyond its initial portfolio, positioning the company for growth in both residential and commercial sectors.

Testimonial

“Sunup dug deep to understand our challenges and market, then developed a fresh, sophisticated brand that spoke directly to our audience. We’re happy to have a creative partner who will grow with us, as our portfolio continues to expand.”

Jake Cinti
CEO, Yarrow