Scaffolding Banners for New Apartments
Design a set of scaffolding banners for an apartment building under construction.
Project Brief
As a member of the internal marketing team at Toll Brothers, your latest task is to design a set of scaffolding banners to promote Banner Lane, a modern apartment complex currently under construction in Washington, DC. The Banner Lane brand is focused on being a modern community located in the nexus of NoMa and Mt Vernon Triangle. As the in-house marketing designer, it is your responsibility to create a few design options that will effectively promote the building and the developer.
The construction company uses scaffolding with large, branded banners that cover the entire height and width of the scaffolding, which can be up to 100’ tall and can run the length of an entire city block. These banners are semi-transparent, which allows light and breeze to pass through, and they serve two purposes - shielding workers from the sun while also providing critical advertising space. The marketing director has requested that the design options include the company logo and elements of the building's branding, which can be found throughout the development’s website. It is important to consider scale and high contrast since the material is porous. The design should reflect the building’s brand while highlighting key features of living there, such as luxury amenities and spacious floor plans. Overall, your design should effectively communicate the modern and upscale living experience that Banner Lane offers.
Development Website:
https://www.bannerlanedc.com/
Reference Video
Reference Images
IMAGE CREDITS
Feature Image: Lavastar
Reference Images: 1: Toll Brothers, 2: Dan Gold, 3: Toll Brothers, 4: Fons Heijnsbroek.
Target Audience
Stuff To Create
Below is a list of suggested deliverables that could be created.
Create a set of design options for scaffolding covers that will help promote the building and the developer. The designs should reflect the brand of the building, the construction company, and the Realty group, while also considering the porous nature of the banners.
The design options should be presented in 5 or 6 slides to showcase the various design options available for the scaffolding banners. The presentation should be visually appealing and informative, highlighting the features and benefits of each design option.
helpful bits
Many marketing teams use online ad platforms to distribute their advertising campaigns across the internet. Companies such as AdRoll enable businesses of all sizes to circulate ads in multiple sizes. It is important to keep in mind the different formats of online ads, ranging from tall and skinny to long and narrow, when designing an ad campaign. Below is a list of typical ad sizes to consider:
- Medium Rectangle: 300px X 250px
- Half Page: 300px X 600px
- Leaderboard: 728px X 90px
- Mobile Leaderboard: 320px X 50px
- Wide Skyscraper: 160px X 600px
- Billboard: 970px X 250px
When designing a building or retail sign, here are some key factors to consider:
- Visibility: The sign should be visible from a distance and in different lighting conditions. Consider the sign's size, location, and contrast with the background to make sure it stands out and is easy to read.
- Legibility: The sign should be easy to read and understand, even at a glance. Use clear fonts and avoid overly decorative or intricate designs that could be hard to read.
- Branding: The sign should reflect the company's brand and its values. Incorporate the brand's colors, fonts, and imagery into the design to create a cohesive and recognizable look.
- Material and maintenance: Choose durable and weather-resistant materials that can withstand the elements and require minimal maintenance. This isn't as critical for this mock project, but is good to know for the future.
Stuff To Practice
Each creative brief is crafted to help you refine some crucial abilities and skills of any marketing or brand designer.
Other similar Briefs
Luxury NYC Branding
Rebrand a luxury Downtown Brooklyn building including its website and leasing materials.
Space Company LinkedIn Branding
Create LinkedIn branding and templates for employee use
Thunderbird Mobile Menu
Give a classic Phoenix bar a modern technological touch by designing an interactive bar menu.
Sales Resources Page
Create a resources page for a company website where case studies, news, and events can be showcased.
MLK Day Social Post
Create a social graphic the celebrates the life of Martin Luther King Jr... without using his photo.
Branded Swag Socks
Design branded socks to be given away as event swag.