Destination Branding

These brand guidelines were created in Adobe Illustrator for an assignment to brand and advertise a new residential high-rise in NYC. I chose to place this potential building in Chelsea because of the neighborhood's vibrant views and atmosphere. The target demographic for this building was high wealth individuals who typically have multiple homes in global locations. I also waned to embrace Chelsea's prominent art scene into the brand and advertising. Therefore, I named the building The Canva, in reference to a canvas. The color palette reflects the colors of the buildings and greenery in Chelsea. The pattern reflects the energy and vibrance of Chelsea's contemporary art scene. Through these guidelines I balanced the luxury and artistry of the building's identity.