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Scaffolding Banners for New Apartments

Design a set of scaffolding banners for an apartment building under construction.

Marketing Design
March 16, 2023

Project Brief

As a member of the internal marketing team at Toll Brothers, your latest task is to design a set of scaffolding banners to promote Banner Lane, a modern apartment complex currently under construction in Washington, DC. The Banner Lane brand is focused on being a modern community located in the nexus of NoMa and Mt Vernon Triangle. As the in-house marketing designer, it is your responsibility to create a few design options that will effectively promote the building and the developer.

The construction company uses scaffolding with large, branded banners that cover the entire height and width of the scaffolding, which can be up to 100’ tall and can run the length of an entire city block. These banners are semi-transparent, which allows light and breeze to pass through, and they serve two purposes - shielding workers from the sun while also providing critical advertising space. The marketing director has requested that the design options include the company logo and elements of the building's branding, which can be found throughout the development’s website. It is important to consider scale and high contrast since the material is porous. The design should reflect the building’s brand while highlighting key features of living there, such as luxury amenities and spacious floor plans. Overall, your design should effectively communicate the modern and upscale living experience that Banner Lane offers.

Development Website:
https://www.bannerlanedc.com/

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.

Reference Video

Reference Images

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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.

IMAGE CREDITS
Feature Image: Lavastar
Reference Images: 1: Toll Brothers, 2: Dan Gold, 3: Toll Brothers, 4: Fons Heijnsbroek.

Target Audience

Possible Residents
Description:
Toll Brothers Apartment Living typically targets affluent professionals, empty nesters, and active adults looking for upscale living options in desirable locations. They offer luxury apartment homes and amenities such as rooftop lounges, fitness centers, and resort-style pools. Toll Brothers Apartment Living focuses on providing a high-end living experience with exceptional customer service and attention to detail. Their developments often feature modern architecture and contemporary design with attention to detail and craftsmanship. They strive to create a sense of community among their residents and to provide an elevated living experience that exceeds expectations.
Age:
Millennials & Young Professionals
Language:
Description:
Age:
Language:

Stuff To Create

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

1
Scaffolding Banner Designs

Create a set of design options for scaffolding covers that will help promote the building and the developer. The designs should reflect the brand of the building, the construction company, and the Realty group, while also considering the porous nature of the banners.

2
Design Options Presentation

The design options should be presented in 5 or 6 slides to showcase the various design options available for the scaffolding banners. The presentation should be visually appealing and informative, highlighting the features and benefits of each design option.

3
4
5

helpful bits

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Working With Ad Platforms

Many marketing teams use online ad platforms to distribute their advertising campaigns across the internet. Companies such as AdRoll enable businesses of all sizes to circulate ads in multiple sizes. It is important to keep in mind the different formats of online ads, ranging from tall and skinny to long and narrow, when designing an ad campaign. Below is a list of typical ad sizes to consider:

  • Medium Rectangle: 300px X 250px
  • Half Page: 300px X 600px
  • Leaderboard: 728px X 90px
  • Mobile Leaderboard: 320px X 50px
  • Wide Skyscraper: 160px X 600px
  • Billboard: 970px X 250px

More Info about AdRoll formats ->

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.

Stuff To Practice

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

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.
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.
Brand Consistency
Brand consistency refers to maintaining a consistent look, feel, tone, and messaging across all elements of a company's visual and written communication. It helps build recognition, trust, and a professional image with customers and reinforces the company's message, making it easier to stand out in the marketplace.

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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