MUSE Silver

United States

2022

Domain Town Center Apartments

Entrant Company

Robinson Creative Inc

Category

Integrated Marketing

Client's Name

City Street Residential

Sub-Category

Integrated Marketing Campaign

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

Art Director
Julie Landes
President
Ben Robinson
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