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The Perry - High-end real estate branding

Overview

Background
The Perry is a planned upscale apartment development located within the Park Potomac community in Potomac, MD. Its prime, DC-area location is just steps away from unique shops and award-winning dining options.
 
The buildings feature standout architecture; thoughtfully selected décor like hand-chosen fixtures, soothing colors, and a blend of comforting textures; and superior amenities such as a pool area with outdoor kitchen, clubroom, outdoor meditation garden, fitness center, concierge, and business center.
 
Target Audience
Mature singles, some couples without children. Divorced men; career women. Empty-nesters looking for easy, apartment living and a fresh transition to something new, exciting, and flattering to the ego. For some, this will be a second or even third residence. Age 35-54.
 
Tone
Posh but not pretentious. Informal yet sophisticated. Creative cool meets modern luxury.
 
Concept Rationale
The overall aesthetic is inspired by the interior design of the building — an eclectic mix of premium stylish finishes and mid-century modern design cues. Colors and textures found throughout the interior spaces weave their way into this branding.
 
The name of the property is an allusion to Thomas Perry, an early inhabitant of Potomac, MD, who built the Perry Store in 1881. A signature is implied by the hand-lettering of the logo, which is intended to anthropomorphize the property by imbuing a warm sense of personality and character.
 
 
Unused Proposal. Designed while working at HZDG.
Inspiration
Sketches
Thumbnail sketches
Development of hand-lettering
Development of hand-lettering
Logo system
Main logo
Secondary badge mark
Main logo, letterpressed
Secondary badge mark, letterpressed
Tagline and patterns
Logo with tagline lockup and patterns
Secondary badge mark and patterns
Stationery system
Stationery system
Letterhead
Letterhead detail
Business cards
Business cards
Stationery system
Stationery system detail
Stationery system detail
Carrier detail
Business cards detail
Brochure
Brochure cover
Brochure interior spread
Brochure interior spread
Brochure interior
Move-in gift
Branded bottle of wine
Wine bottle label detail
Environmental graphics
Construction banner
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The Perry - High-end real estate branding
Published:

The Perry - High-end real estate branding

Branding proposal for The Perry, a planned upscale apartment development located within the Park Potomac community in Potomac, MD.

Published: