Urban East - Live. Move. Breathe.

Robinson Creative is responsible for the design, fabrication, and installation of this impressive campaign near downtown Austin. The client desired a modern approach to attract the young and tech-savvy market with the slogan, “Live. Move. Breathe." The visuals incorporated architectural shapes and striking elements while maintaining consistent branding. Unique elements, such as a strong logo and the use of the icon "U," were included. As Austin's tech market continues to evolve with the presence of companies like Tesla, Apple, and Samsung, the sign campaign is designed to convey a sense of freshness, progress, and excitement with the use of neon images and captivating urban graphics.
Objectives:
- Develop an impactful identity and signage campaign to effectively brand the community in every space and corridor.
- Create an impressive daily and nighttime identity to showcase this new living concept.
- Utilize efficient materials and methods to effectively inform current residents and potential prospects.
- Establish colors, patterns, and visuals to maintain a consistent brand for the targeted market.
- Create an identity visible from multiple vantage points to attract potential residents.
Challenges:
- The ongoing construction of Phase Two has complicated traffic patterns and entry.
- Signage systems and wayfinding must be designed to provide clear directions to the leasing office during construction.
- We need to stay within a tight budget while meeting client needs and adhering to multiple City of Austin restrictions.
- The complex parking system is proving challenging with a one-way garage potentially confusing in-coming traffic.
Solutions:
- Establish strategic identity and leasing wayfinding for a quick and successful lease-up.
- Place key identity in main traffic corridors to attract attention and use clever wayfinding to guide prospects to the leasing office.
- To capture distant traffic, place the signature “U” icon high on the building to introduce the brand from a major thoroughfare.
- Use LED neon attractively to cut costs while providing a captivating approach both day and night.
- Combine branded signs, temporary graphics, print, and bold garage graphics for a dynamic and unstoppable image in a competitive Southeast Austin market.