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W",tl <br />GROUP OF COMPANIES <br />August 7, 2019 <br />Larimer & Co. Branding Studios <br />135 West Central Boulevard, Suite 4400 <br />Orlando, FL 32801 <br />Re: Business Reference <br />To Whom It May Concern: <br />It is our pleasure to recommend Shanon Larimer and his team at Larimer & Co. for branding and <br />strategic services. <br />Larimer & Co. was selected by Ustler Development, Inc. in Orlando and The Allen Morris <br />Company in Coral Gables as the Agency of Record for The Julian, a $108 million, 409 -unit urban <br />market -rate apartment community in the epicenter of Creative Village in Downtown <br />Orlando. Creative Village is a $1.5 billion, 68 -acre mixed-use, transit oriented, urban infill <br />development that will be home to the new UCF Downtown and the Valencia College Downtown <br />campus with over 8,000 students, faculty and staff. Creative Village is a public/private partnership <br />between the City of Orlando and the Master Developer, Creative Village Development, LLC <br />(CVD), which is a joint venture between Banc of America Community Development Corporation <br />(BACDC) and a local team led by Ustler Development, Inc. <br />Larimer & Co. has worked diligently with key stakeholders to develop the naming, theming, <br />creative strategy and brand messaging for The Julian from concept through completion. Shanon <br />and his team were successfully able to identify opportunities on how to effectively create a brand <br />for the new community through extensive market and historical research, review of the City's <br />economic plan, evaluation of data demand drivers and competitive analysis. Larimer & Co. <br />created a signature brand from the ground -up that has a significant amount of brand equity and <br />depth to attract our target demographic while also representing the community, its diversity and <br />its unique location in the City's core. <br />We are also considering Larimer & Co. for future hotel and restaurant projects within Creative <br />Village to further connect the brands with a consistent and community narrative. We strongly <br />recommend Shanon and his team at Larimer & Co. for your consideration. <br />Sincerely, <br />Craig T. Ustler, President <br />Ustler Development, Inc. <br />800 North Orange Avenue, Suite 200, Orlando, Florida 32801 1 www.ustler.net <br />