Residential Development — Brand, UX & Campaign
Madison House is a high-end residential real estate development in Manhattan.
My team for Madison Houses consisted of myself (Art Director), a Creative Director, a digital Art Director, CGI artists, and 1-2 junior and senior level Graphic Designers. On the client side were the developers of the building and several consultants who specialize in marketing and brokering the eventual sales of the building’s individual units.
The scope for Madison House contained many deliverables, most of which were developed over a period of two years. This started with a process of brand development consisting of:
• A comparative product study
• Positioning of the product within the marketplace
• Moodboarding and exploration of the visual identity
• Brand guidelines including a logo, color palette and type system
With these items in place, my team and I prepared for a two-phase product launch. Phase 1 included a “teaser” website meant to introduce the project and gather contact information from those who express interest. Phase 2 is the full launch of the product with the following deliverables:
• Content creation for the project: CG renderings, neighborhood photography, copywriting
• The launch of an expanded website covering all facets of the development
• The opening of a marketing gallery. The Phase 2 launch will usually happen at least a year before construction is completed. This is a place where brokers can walk potential buyers through a model residence and offer different ways for users to engage with the product before it is actually built.
• The production of a book about the project and a set of stationery and packaging that is given to interested buyers at the marketing gallery
• Highly stylized floor plans for each unique unit within the building, plus shared amenity spaces, both as printed and digital pieces
• A multi-channel marketing campaign involving newspaper and magazine placements, OOH placements, digital banners, social media, and email marketing.