Surrounded by Victorian estates and high rise new builds, the apartment complex straddles a cultural chasm. Vault49 was engaged to create a distinct visual language that was aspirational for a ‘millennial’ audience, and framed Prospect Park South as the new go-to destination. The proximity to the park is a strong selling point, and visual cues in the branding system epitomize this.
Before the rebrand, the development was named “123 On the Park”. While it had a logo, it had little presence and lacked a brand identity and distinct message. The building stands out for its abundance of light, yet the brand look and feel came across as dark and uninviting.
Vault49 was tasked with injecting a lifestyle message to the core of the brand that appealed to millennials looking to move. We created a comprehensive visual branding system that extended across a full suite of assets including the logo, crest, brochure, stationary, website, signage and promotional materials, and culminated in an advertising campaign.
Revisiting naming of the development was important to the repositioning, and we aligned on ‘The Parks!de Brooklyn’, with the ! bringing a youthful and playful idiosyncrasy to the title. For the logo lockup, we added refined handcrafted illustrations to cue sophistication.
The elements in the logo play with scale which speaks to the sense of discovery, and the two bold colors emphasize the unique apartment offering: green conveys the holistic lifestyle being close to the park, while the second color, red, gives a pop of standout to all communications and is the ‘fruit’ of the messaging.
The overall visual identity connected with the lifestyle of prospective residents, with the proximity to the park, range of amenities, such as exercise and social spaces, as well as landscaped roof decks being conveyed through color and illustration.
