New Luxury Condominium Project on Lido Key Taps Su Byron and Felicia Rothberg for Marketing Launch

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May 28, 2014


Su Byron § [email protected] § 941-922-7274

 New Luxury Condominium Project on Lido Key

Taps Su Byron and Felicia Rothberg for Marketing Launch

The team created cross-platform branding and marketing collateral for Park Residences of Lido Key, a luxury condominium being constructed on the last developable site on Lido Key.


(Sarasota-Manatee, Florida) Su Byron and Felicia Rothberg recently collaborated on the cross-platform brand and marketing launch for Park Residences of Lido Key, a new luxury condominium project. Creative elements of their campaign included logo design, graphics and copy for web and print, and a video voiceover script.

Headed up by Patrick DiPinto, a real estate broker, building contractor and principal of Ocean Real Estate, Park Residences of Lido Key is an 18-unit condominium being constructed on the last developable site on Lido Key at 129 Taft Drive. The architect is Mark Sultana, AIA, NCARB. Sultana is co-founder of DSDG Architects, an area-based architectural firm renowned for its leading-edge design and prestigious projects, including the Sarasota Yacht Club.

Byron, a writer and marketing and public relations specialist, collaborated with graphic designer and branding specialist Rothberg to innovatively showcase the project’s architectural distinctiveness, its commitment to maintaining a small ecological footprint and its sensitivity to the character of its historic neighborhood and surrounding environment. The team spent three weeks immersing themselves in research, walking the site, interviewing principles and getting a feel for what was being accomplished.

According to Rothberg, the project fit her style perfectly. “I love working with business owners in identifying, crafting and branding the exact image they had in mind, only better,” she says.

Byron notes, “Working with Patrick and his team was refreshing. He’s totally open to new ideas and progressive thinking. We also respected his commitment to fitting the project to the surrounding environment by using low-impact, eco-friendly design that reflects the community’s style and scale.”

Felicia Rothberg has been creating unique and distinctive concepts for businesses and individuals since 1995. After graduating from Ringling College of Art and Design, she established her design business, Graphics by Felicia. Rothberg’s expertise includes directing, managing and producing promotional material, print ads, signage, logos, web pages, and packaging. Her clients include The Broken Egg, World Class Dentistry, Fyzical, Maxhealth, SRQ Dentistry, and Reflections Medspa. Rothberg’s innovative designs have been described as refreshingly clean and deliberately minimalistic. She recently co-founded Think Donson, a website development, branding and digital marketing agency. For more information, visit

Su Byron, president of Su Byron Enterprises, Inc., has worked in the regional arts and cultural world for the past 25 years as a writer, editor and a public relations and marketing specialist. For 12 of those years, she was the co-publisher of the Sarasota Arts Review, a monthly arts and entertainment newspaper. Her commercial clients are non-profit organizations and businesses that commission her to oversee their publications and manage their marketing, advertising and public relations campaigns. Her clients include Artist Series Concerts of Sarasota, Lifelong Learning Academy, Gloria Musicae, Allyn Gallup Contemporary Art, Art Center Sarasota, Realize Bradenton and Sarasota-Manatee Originals. For more information, visit

“Our team thoroughly enjoyed working with Su and Felicia,” says DiPinto. “It was a true meeting of the minds. We’re a boutique development project and we wanted to work with a boutique marketing team. I was familiar with their work and expected great things. Needless to say, they delivered everything we asked for and more.” He adds that he looks forward to an ongoing relationship with the team.


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