The mark is set in all-caps to create a sense of stability while the the high-contrast structure helps soften it.
About the Tribe
Young homeowners who are making their debut in the high-end condo market. These Tribe-members value having ample space to entertain friends and family — particularly outdoors — and prefer a more understated, unassuming atmosphere.
The carefully selected typefaces act as an extension of Margaux’s delicate, refined, and aspirational identity.
Heroic environmental decals wrap around the building’s façade and blend seamlessly with the white exterior. Scannable QR-Codes were used to help give walking traffic quick access to an array digital assets and contact information.
A light palette comprising of beige, gray and white offer an organic set of visual tones that compliment the heroic, vibrant photography of the interiors.
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Prior to becoming Margaux, this development had been through a few identities: ‘The Bentham’ at the start and ‘142 Erie’ shortly after. Both directions failed to capture the project’s essence and mission, as well as tailor directly to their intended tribe. This resulted in unclear direction, confused messaging, and the inability to communicate the project’s value proposition in a way that would not only stand out but resonated.
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(1) Design an identity to embody the architecture of the building.
(2) Establish a communication language to highlight River North’s vibrant lifestyle.
(3) Position Margaux as a they only condo building offering expansive outdoor living spaces for every resident.
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Margaux is redefining urban lifestyle in River North through meticulously-designed corner layouts by challenging the standards of indoor and outdoor living space.
CLIENT
LINKS
Erie Lasalle Venture
SERVICES
Branding
Messaging
Positioning
Social Media
Email Campaign
Launch + Rollout
Environmental Design
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