National Resources, a real estate & investment firm, approached Mermaid, Inc. to design a brochure & branding for this rental building. Our goal was to appeal to millennials looking for unique lifestyle experiences and ways to amplify their reality.
Our first step was to research millennials & understand some of the values that drive them: happiness, passion, authenticity, sharing and discovery. Out of this research, I wrote the following brand statements that are used on all the marketing materials. The intro copy: “Where you live is not just an address... Not just where you go at the end of the day... but MORE - It’s a state of mind. It’s a declaration of how you want to live.” The branding tagline: “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”. One of the buildings UNO occupies is the iconic Herald Statesman building, where the locally renowned newspaper was once printed. The halftone pattern and the cyan, yellow, magenta & black color palette pays homage to the printing presses that once occupied this building. Uniqueness & creativity also appeal to millennials. With this in mind, we use a distinctive mural painted on the outside of the building by Fumeroism, which I think of as the “UNO Man”, as part of the marketing to create an iconic brand image.
Apparently the branding 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 iconic style.
41 Union Square West studio 904 New York, NY 10003 US