The front cover is set in a natural brown, speaking to the sustainability of the development, adorned with the logo in the center to quietly draw focus to the name Merchant Quarter and introduce viewers to its location and tagline.
The target audience for the shared apartments at Merchant Quarter are ‘city sophisticates’ with jobs in Central London and Canary Wharf, and towards the younger end of the market. As such, the identity was designed with a contemporary feel: bold and strong yet energetic with flashes of warm yellow to represent both an active lifestyle and the highly connected location.
One challenge was the selection and ordering of content. The copy was written and tailored in tone to connect with the audience. The brochure takes the reader on a journey of history, lifestyle and statistics regarding the development, answering any questions that potential renters likely have, and encouraging them to reserve an apartment.
The opening spread speaks about the lifestyle and audience to which the development Merchant Quarter is suited.
The first page introduces the logo as an energetic pattern to invoke the energy associated with the brand.
Pages from the pitch document, designed alongside the brochure, speaking to the choices made behind the visual identity.
The identity extends to merchandise via the use of the symbol-only logo and presence of the signature logo pattern.
Social media animation for online targeted promotion.