The Laurel is a first-of-its-kind residential offering that brings sophisticated, metropolitan homes to the tropical oasis of West Palm Beach.
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Freelance Design Lead & Designer at &Partners
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Naming
Positioning/brand strategy
Full brand identity
45 page brochure
Print + marketing collateral
Art direction of illustrations
Advertising
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Real Estate Developer: Related
ECD: David Schimmel
Creative Director: Thanyanun (Pod) Nopmaneerasmee
Illustrator: Ines Maestre
Account Director: Farah Fazalbhoy
The Challenge
In the dynamic landscape of West Palm Beach, a unique challenge presented itself – the branding of not just a building, but the branding/rebranding of an entire locale. West Palm Beach was formerly known for its older retired community, and Related aimed to attract the burgeoning demographic of young and sophisticated urbanites (who were opting for a relocation fueled by the evolving nature of remote work). Enter 'The Laurel,' a visionary project designed not just as a building but as a launchpad and epicenter for the revitalization of West Palm Beach.
The Creative
The creative focused on the fusion of metropolitan allure and urban vibrancy, blending the dynamics of city living with the lavishness of a luxury resort. The identity is elegant with tropical nods (through iconography and color). The use of illustration was important to add a layer of sophistication and fantasy; painting a picture of what life could be like at The Laurel. ‘Living a life without compromise ‘ is what it means to live at The Laurel.
