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The Highlands development in West Rosslyn, VA was an ambitious development in a highly urbanized environment, with low expectations of truly luxurious living. Pierce, the first of its landmark towers to be completed and marketed would be the pinnacle offering; a 27 floor condominium building that boasted spectacular views of DC and best-in-class finishes. The brand needed to inspire a more mature, established audience to believe by exuding a higher level of sophistication.
We needed to create a brand that walked the walk. Truly distinctive, it appeals to a broad but sophisticated demographic with a voice that was lively, clever and clear. The Pierce brand came to life through an elegant visual identity with a delicate typeface and sophisticated color palette. From there, we created collateral and sales tools to tell the full story of Pierce and The Highlands.
Through a dynamic website experience, original photography and a brand film, the Pierce brand came to life and began attracting potential buyers. We helped carry the Pierce brand through into the sales center, where buyers are greeted with an upscale experience, a digital tour of the offering and an elegant brochure to take home. Once the building officially opens 2021, Pierce will quickly become one of the most sought-after developments in the DMV.
Brand Strategy
Naming
Verbal Identity
Visual Identity
Brand and Digital Activation
Brand Campaign
Website Strategy, Design and Development
Print and Collateral
Sales Center
Brand Film
Signage