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The 12 East 13th Street brochure was assigned by DHA, Continental Properties and Cantor Pecorella to market an ultra exclusive and high-end luxury condominium designed by Cetra Ruddy and located in Greenwich Village, NYC. The brochure was part of a complete graphic design and branding package for the building’s marketing efforts.
Design must reflect the product. In the case of the 12 East 13th Street residence, the product is a custom designed and crafted condominium building located in a very desirable, artistic and internationally known neighborhood. Furthermore, the product is very high-end; but, we wanted to make it feel accessible to buyers through an honest approach. We designed this brochure as a “photographic sketchbook.”
In affect, we presented the building's craftsmanship through a still-life display (since presentation already used in sentence) of the materials. For example, pearls and flowers were photographed on the woods, marbles and steels used in kitchen and bathrooms. The neighborhood’s shops, restaurants and lifestyle were captured through editorial silhouettes taken of the community's real places and objects.
Further, because our firm branded the entire project, we were able to use the motif of the logo as an organizing structure in the brochure. The building’s eight unique residences are represented by the logo’s eight squares. We then used these same eight squares of the logo to color code the chapters of the brochure. In this way, the brand and product of the building are seamlessly intertwined with the easily navigable structure of the brochure.
The client considered the project beautifully done, well executed and applauded the organization. Through the design of the brochure the consumer experiences the high quality and feel of the residences.