There are a couple of design traps in real estate sales communication. First, the identity of a given project is shortlived. Because the properties are sold before completion, the sales materials (brochure, website, adverts…) are quickly rendered obsolete. What remains is a name, and perhaps a visual mark lingering to adorn an entrance. Second, the design work is done before the building is erected, so the only images available for communication are technical drawings and lifeless 3-D renderings, making room for characterless (or even out of character) stock imagery to provide the life (or lifestyle) element for the material. For this residential project by Chekerdjian Estates, we adopted a different approach: the introduction of an interpretive illustration by Jana Traboulsi to animate the space-to-be, and the selection of a name with a simple typographic treatment to make it less of a logo and more of an address, without any image-bank occupants. This distinguishing approach was also used for City Hills, another project by the same developers.
-
Insula-Logo
In Roman architecture, an insula (Latin for "island) was a kind of apartment building that housed the urban citizen population of ancient Rome.
-
Insula-Branded items
With postcards and a tote bag, the marketing items for this building go beyond the cold and calculated sales brochure.
-
Insula-Brochure covers
Two sides of the same coin
A double-cover system allows for the sales brochure to be tailored per potential client between the more classical 3D rendering and the less conventional illustration.
-
Insula-Brochure content
With unbound sections dedicated to the types of apartments, the brochure can be further customized in terms of content.
-
Insula-Website
The interactive aspect of the Insula website highlights the many residential typologies, one of the more special features of the building.
