Forecaster 121
How do you differentiate the brand of a luxury condo complex in a city where a new one pops up every week? Finding an answer was the task when I was asked to handle the marketing for Forecaster 121.
The process of developing the marketing for a building is a pretty amazing process. Not only are you marketing to a prospective public that won't see the home they've pre-purchased for months or even years, but you're marketing to the city itself. Local zoning, air rights, feature and historicity proposals, there's a lot to consider when building in the heart of a city, and wooing the city board is almost as important as wooing prospective home buyers.
With Forecaster 121 I went with a traditional color combination that speaks to luxury, gold to speak to quality and black to accentuate the gold and provide a contemporary sharp contrast. Combining color identity with a sharply modern sans serif font and a modernist block logo helped to complete the initial identity, but there was a lot left to do.
This project was really fun because I got to stretch my legs in every area of design, from photography to print to digital. I was building a responsive website and mail templates at the same time I was designing 60 foot banners meant to hang from the sides of high rises. I also got to help make proposals to the city look all the more professional and convincing, which really helped me learn the nuances of designing within the constraints of government needs.
