Model Group brings their mission to life online
If you’ve ever wandered through Over-the-Rhine in Cincinnati, you’ve felt the magic of Model Group’s work.
Posted: Feb 17, 2025
Last Updated: Feb 17, 2025
If you’ve ever wandered through Over-the-Rhine in Cincinnati, you’ve felt the magic of Model Group’s work. (And if you haven’t, consider this your official invitation to visit!) They were a catalyst for reviving OTR—welcoming local businesses, restoring historic spaces, and shaping a neighborhood that hums with its own unmistakable energy.
The Organization: Model Group
- Headquarters: Cincinnati, OH
- Reach: Regional to National
- Marketers: Taylor Vogt, Developer & Audrey Smith, Marketing Coordinator
Model Group is a highly regarded leader in mixed-use urban development, neighborhood revitalization, apartment communities, and high-impact affordable housing.
They partner with local organizations to take spaces that have seen better days and turn them into places that bring people together, spark new opportunities, and feel like home. Their commitment to positively transforming communities is unwavering.
For years, USDP has admired their work, and we were thrilled for the opportunity to partner with them.
The Challenge: Build a website that connects the dots, and tells a bigger story
When Model Group came to us, they needed more than a website—they needed a way to tell their story and to show the impact of their work and the heart behind it.
Model Group’s specialized expertise and dedication are what draw organizations to them. Because of this, word-of-mouth referrals will always be a large part of their business. However, their digital presence didn’t capture the full scope of their services or their strengths in community development. On top of that, they needed to unify their property management, development, construction, and new consulting services under one digital roof.
Past digital marketing projects had left the team wary. It had been years since they’d updated their site. As a humble, stewardship-driven team, they wanted something more than a digital trophy.
The Strategy: Earn trust first, then build the website
More than just crafting a website, we were intent on building trust. We wanted Model Group to know that we understood their unique perspective, that we heard their concerns from past experiences, and that we shared their vision for a modern site that didn’t just sell—it invited and inspired.
The Tactics: Dig into the details and build for the future
The process was all about collaboration—hours of conversations around the table, on-site with Model Group’s leadership team. We dove deep into understanding their culture, mission, and core values. We kept at it, circling back until we felt confident we’d captured the heart of their story.
We worked side-by-side with Bobby Maly (CEO) and Steve Smith (Principal) to get the words exactly right.
Then, we took that messaging and translated it into brand archetypes to nail down the right brand tone, look, and feel.
We partnered with renowned local photographer Jonathan Willis and local videographer Garret Ollish to ensure the website visuals captured scenes of life.
Visually, we opted for wide, sweeping photography, subtle micro-interactions that made the experience feel fluid (think expanding CTA buttons and responsive nav bars), ample white space, and digestible chunks of copy. Each choice kept the focus on the people—the ones whose lives Model Group impacts.
The website itself was built on Sanity, a sophisticated headless CMS, ensuring a strong foundation for future growth and an easy-to-manage platform for Model Group’s team.
The Results: Incredible returns
- Together, we built an online experience that is vibrant, intentional, and focused on people.
- It’s a modern, sophisticated digital experience that now matches Model Group’s impressive portfolio and deep community impact.
- Partners, tenants, and potential employees can easily find what they need.
Best of all, the website truly reflects their mission, and for that, we couldn’t be prouder.
US Digital Partners
Content Strategy Team