To convey the lifestyle provided by Tridel’s bold new residential building, ALTER.
With distinct angular features, ALTER’s signature element of alternating recessed balconies and shifted structural floor plates strikes an unforgettable architectural presence. The strong geometric principles of the brand, right through to the ambigram style of the identity letterforms, reinforce the comprehensive vision that ‘alters’ the perspective + perception within the typical condo marketplace.
The brand was anchored by the use of converging linear elements which pay homage to the works of Escher – clever optical illusions were created throughout the marketing pieces such as the lenticular cover of the brochure and the fashion-forward lifestyle photography, these elements serve as the brand's visual language throughout the campaign. ALTER's bold visual language and strong brand messaging engages internal / external audiences and powers the brand's ability to target young professionals 25–40 years and investors.
More than 90% of the units sold in less than 4 weeks of the project launch.