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Luxury NYC Branding

Rebrand a luxury Downtown Brooklyn building including its website and leasing materials.

Marketing Design
February 27, 2023

Project Brief

The Ashland is a luxury downtown Brooklyn apartment building seeking to rebrand itself. The client wants to update the building's image to reflect its high-end and modern amenities, while also attracting new residents.

The rebranding will include the creation of new signage, a new website, and updated leasing materials. The client is looking for a cohesive look and feel that showcases the building's unique features, such as its prime location, spacious units, and luxurious amenities.

The client wants to ensure that the rebranding accurately reflects the building's premium image and appeals to its target audience. The finished rebranding will be used as the primary marketing tool for The Ashland, to be featured on the building's website, in advertising, and on social media.

The client is seeking a design that will improve the customer experience, drive leasing, and increase overall brand recognition. The Ashland is eager to work with a creative and experienced team to help elevate their brand and bring their vision to life.

Trademark Disclaimer: The brands featured on this site are for educational and reference purposes only and are not affiliated with creativebriefs.xyz. Any events, products, brand-names, or marketing strategies are completely fictitious and don't reflect opinions or strategies of the featured brand.

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Image Disclaimer: The images used on this website may be subject to copyright, and are used under the doctrine of 'Fair Use' for the purpose of education, research, and teaching. We do not claim ownership of these images, and all rights belong to their respective owners.

Target Audience

Upscale Dwellers
Description:
Upscale urban dwellers who value the convenience of living in a vibrant city center and appreciate high-end amenities. They may be young professionals, empty-nesters, or retirees with a high income and a desire for a luxurious lifestyle. They may also be drawn to the building's location in a bustling cultural hub, with access to shopping, dining, entertainment, and other city attractions. They would likely be looking for a spacious and well-appointed apartment, with high-end finishes and state-of-the-art amenities. They may also be looking for a building that offers a sense of community and a concierge-style living experience.
Age:
28 - 60
Language:
English, Spanish
Description:
Age:
Language:

Stuff To Create

Below is a list of suggested deliverables that could be created.

1
New Brand Presentation

The client would like to see ideas and definitions of branding ideas presented as a slide deck. The presentation should include:

  • New Logos
  • Updated Color & Typography Selection
  • Layout Ideas
  • Website Mockups
  • Swag Ideas or Social Media Posts Mockups
2
Building Signage

The primary means of branding a building is its sign. The client has asked for mockup ideas for new signage.

  • Large Monumental Sign at Property Entry
  • Large Name Sign over Lobby Entrance
  • Internal Way-finding Signage
3
New Marketing Website

The client has asked for a new marketing website that will showcase and achieve the following:

  • Showcase amenities and benefits of residing at The Ashland
  • All website visitors to view galleries of apartments and condos
  • Get pricing and availability info for various units
4
Rebranded Leasing Materials
  • Leasing Brochures & Flyers
  • Business Cards
  • Swag or other giveaways
5

helpful bits

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Designing Signs

When designing a building or retail sign, here are some key factors to consider:

  • Visibility: The sign should be visible from a distance and in different lighting conditions. Consider the sign's size, location, and contrast with the background to make sure it stands out and is easy to read.
  • Legibility: The sign should be easy to read and understand, even at a glance. Use clear fonts and avoid overly decorative or intricate designs that could be hard to read.
  • Branding: The sign should reflect the company's brand and its values. Incorporate the brand's colors, fonts, and imagery into the design to create a cohesive and recognizable look.
  • Material and maintenance: Choose durable and weather-resistant materials that can withstand the elements and require minimal maintenance. This isn't as critical for this mock project, but is good to know for the future.

Typical Website Breakpoints

Well designed websites need to consider many devices and screen widths. In order to show stakeholders what a website will look like on a desktop or laptop, tablet, and mobile device, designers typically use "breakpoints" for each group.

  • Wide Desktop: > 1281px
  • Standard Desktop: 992px - 1280px
  • Tablet: 991px - 768px
  • Mobile Landscape: 767px - 480px
  • Mobile Portrait: < 479px
Designing Slide Decks
  1. Know your audience: Understand who your audience is, what their needs and pain points are, and what kind of information they're looking for. Tailor your messaging and design to their specific needs and interests.
  2. Keep it simple and concise: Your sales deck should be easy to understand and to the point. Avoid cluttering your slides with too much text or unnecessary graphics. Use visuals and diagrams to help explain complex concepts.
  3. Use a consistent design: Use a consistent color palette, font, and layout throughout your sales deck to create a professional and polished look. A consistent design can also help reinforce your brand identity and make it easier for your audience to follow along.
  4. End with a clear call to action: Make sure you have a clear call to action at the end of your sales deck, such as a request for a meeting or a trial. Provide contact information so your audience can easily get in touch with you.
What's a "One Pager"?

Good Question. A one-pager is a marketing or sales document typically used in B2B or B2B2C relationships. Despite its name, it can be a single or two-page document. These documents are often sent via email after a call or at the request of another company or party. One-pagers have a narrow target audience and are created for a specific purpose, so it's important to understand who the audience is and what they care about to make the copywriting and graphics effective.

  • Keep the message focused and use visual hierarchy to guide the reader's attention to the most important information. Use clear, concise language that is easy to understand.
  • Use strong visuals, such as graphs and images, to illustrate your points and make the document more visually engaging. Use a consistent design throughout the one-pager to create a cohesive look.
  • Tailor the language and design to your specific audience. Use language that resonates with them and design elements that will appeal to them. Consider their needs and interests to make the one-pager more effective.

Stuff To Practice

Each creative brief is crafted to help you refine some crucial abilities and skills of any marketing or brand designer.

Brand Refinement
Brand refinement refers to the process of continually improving and updating a company's brand to keep it relevant and consistent. For a marketing designer, brand refinement is important because it helps ensure that all customer-facing materials accurately reflect the company's brand and message and remain consistent over time. This helps build recognition and trust with customers, reinforcing the company's image and ensuring its continued success.
Concept Presentation
Concept presentation refers to the process of presenting and communicating design ideas and concepts to clients or stakeholders. For a marketing designer, concept presentation is an important aspect of the design process as it allows them to effectively communicate their ideas, receive feedback, and make adjustments to ensure the final design meets the needs and expectations of the target audience. Effective concept presentation skills are key to a successful design outcome and a happy client.
Type Pairing & Styling
Type pairing & styling refers to the selection and combination of different fonts and styles in a design. For a marketing designer, type pairing & styling is an important aspect of design as it helps create a visual hierarchy and reinforce the intended tone and message of the design. The right type pairing & styling can make a design more impactful and memorable, helping to engage and inform the target audience.
Ideation & Execution
Ideation & Execution refers to the process of coming up with creative ideas and then turning those ideas into actual designs. For a marketing designer, ideation & execution is a critical aspect of their role as they must not only generate creative ideas but also bring them to life in a way that effectively communicates the intended message and meets the needs of the target audience.

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Image Disclaimer: The images used on this website may be subject to copyright, and are used under the doctrine of 'Fair Use' for the purpose of education, research, and teaching. We do not claim ownership of these images, and all rights belong to their respective owners.
Trademark Disclaimer: The brands featured on this site are for educational and reference purposes only and are not affiliated with creativebriefs.xyz. Any events, products, brand-names, or marketing strategies are completely fictitious and don't reflect opinions or strategies of the featured brand.
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Created by George Little