RE:Thinking the BrickellHouse Brand
Adding Brilliant Messaging To An Exquisite Brand
In late March, LGD was selected as the new advertising agency of record to rebrand the upcoming BrickellHouse luxury residential development in downtown Miami, set to break ground in the next few months. Today, we can announce that Miami’s downtown downturn is officially behind us, and the construction cranes are returning to Brickell.
As one of the first luxury condominiums launched in nearly four years, BrickellHouse is of a different generation than the so-called “smart” buildings that surround it. The technological advances that have touched every aspect of how we live can now give shape to WHERE we live. From a state-of-the-art automated parking garage (the first of its kind in South Florida) to the immaculate residences and luxury amenities, BrickellHouse redefines what a smart building is. What comes after is simply brilliant.
Tasked with rebranding what will come to be the first new project in the downtown area in nearly four years is an endeavor that brings LGD back to its roots. Having branded some of the most iconic luxury real estate in South Florida and New York City, BrickellHouse is an exciting opportunity for us to once again spread our wings – this time in a new age of marketing on a global scale.
Our goal was straightforward: Create a rebranding initiative for BrickellHouse, that included:
• A New Logo
• A Position Line & Brand Messaging
• Collateral package (sales brochure w/ box, pens, rack brochure, displays, stationery, etc.)
• Print Advertisements/Creative
• Email Marketing
All were set to the tune of brand-cohesive, targeted messaging – and all were due in six weeks’ time, when the new sales center was set to open and contracts were set to arrive in Miami.
Challenged with an extremely tight deadline and a mountain of brainstorming, writing, designing and strategizing before us, we went to work.
Great Minds Think Differently
What resulted was a branding concept as fresh and sophisticated as the project itself. In an age where the message is as important as knowing who to send it to – and the proper channels on which to do so – the new branding speaks for itself, accenting the newest, most sophisticated addition to the downtown Miami skyline.
See more of our work for BrickellHouse in the gallery above, or visit our work page to see more of the creative from the LGD team. Stop back often as we share more of our brand concept and samples of our continuing work with BrickellHouse and beyond.