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National Resources, a real estate & investment firm, approached Mermaid, Inc. to design a website & branding for this rental building. Our goal was to appeal to millennials looking for unique lifestyle experiences and ways to amplify their reality.
The landing page of this responsive website has a unique way of animating between images. The left half of the page animates up & the right half of the page animates down to reveal the building’s brand statements. The tagline is “Uno State of Mind”. We use the brand phrase “State Of” in all the headlines: “Modern State Of Life”, “Sound State of Space”, Cool State of Hood”, “Authentic State of Place”. The bold blocks of color & icon illustrations, combined with the headline typography, are used throughout the site as a theme. The interior pages make use of paralaxing in order to animate the copy blocks & visually present photos in an interesting way. The halftone pattern that is used in the other collateral is used here as well. The cyan, yellow, magenta & black color palette pays homage to the printing presses that once occupied this building.
This website has not only appealed to millennial renters, but also to brokers, leasing agents & the community. The feedback has been so amazing that the client has as asked us to rebrand one of their other rental buildings in a similarly distinctive style.