Mermaid, Inc. was approached by RODE Advertising to partner with them in creating branding materials for Avenir, a new 4-building residential development located in Jersey City, NJ, next to the Mana Contemporary Arts Center.
Recognizing the significance of the proposed elevated walkway linking Avenir to the Mana Contemporary Arts Center, we strategized our branding to reflect this unique architectural feature.
This architectural feature not only enhances connectivity but also offers residents the unique opportunity to be part of a collaborative artistic community. With this in mind, we crafted a flexible logo and a broader brand strategy that reflects an artistic, bold, modern, and contemporary ethos. Our approach involved developing a set of brand identity colors and patterns, carefully curated to be versatile and interchangeable. This flexibility in the brand's visual language allows for a dynamic and evolving identity, mirroring the creative and vibrant lifestyle of Avenir's community.
The goal was to create a brand that's not just visually appealing but also strategically aligned with the lifestyle and aspirations of the target residents – fostering a sense of connection to the arts and the local community.
LOGO > Creativity International Silver
STATIONERY PACKAGE > Creativity International Silver
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