MUSE Silver

2022

Domain Town Center Apartments

Entrant Company

Robinson Creative Inc

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

City Street Residential

Country / Region

United States

Domain Town Center shines with striking, illuminated identity, community signs, and print collateral. This distinctive urban-inspired garden community combines classic style and a big-city vibe with amazing amenities such as a lazy river, beer garden, arcade, and more. Unique grey wood textured sign faces combine with blue-violet accent and polished nickel. The dynamic signature identity capitalizes on the architect's masonry direction with bold stand-out shapes and illumination. The print and marketing connect with translucent blue-violet plan inserts and first-class collateral leasing tools. The brand tells a distinctive story that is cohesive and present through all materials. The entire campaign is featured on the new multifamily reality TV series, A•Part•Mental.

Objectives:

- Develop a brand that captivates the prospect with inspired cohesive elements.

- Work with an established team of owners, and management to introduce a refreshed new approach to an all-inclusive living concept.

- Establish colors, patterns, and materials to maintain a consistent brand throughout the community and its market.

- Initiate a revitalized brand for a line of new communities going forward.

Challenges

- Keep all branding, identity, signage, print collateral, and implementation under strict budget constraints.

- Overcome constant weather delays, a hurricane, flooding, and construction obstacles.

- Workaround City utility issues while still maintaining schedules for completion of scope.

Solutions:

- Utilizing brilliant materials and processes, RC establishes a powerful, brand-infused campaign and introduces monument identity illumination to the client.

- Materials are available in advance, giving the onsite team needed tools to break leasing records.

- This distinctive approach to branding, establishes a narrative that achieves the owner's desired goals.

- The successful campaign stayed within budget by creatively utilizing materials and focusing on the prospect's tour experience.

Credits

President
Ben Robinson
Art Director
Julie Landes
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