Sibley Peteet Design brands The Shore,
a high-rise condominium in Austin, Texas.
Sibley Peteet Design/Dallas recently finalized a complete branding campaign for a Trammell Crow Company high-rise condominium in Austin, Texas. Partnering with Al Coker & Associates, a Dallas based sales and marketing company, our branding effort began with naming the property. Located a stones throw away from beautiful Town Lake and downtown, the project was appropriately named The Shore. In fact, the image of water became synonymous with The Shore's identity, beginning with a trademark consisting of a simple logotype and a small water ripple emanating from its center. Subsequently, teaser advertising and direct mail campaigns introduced the target audience to friendly indigenous creatures like bats, frogs, turtles and butterflies whose images were paired with clever lines promoting the benefits of living at the spectacular Town Lake location. Sibley Peteet Design developed all of the printed sales and marketing materials from business cards and letterhead, to pocket folders and feature sheets.
In addition to printed materials, our new media team developed a splash website which included an interactive map of the Austin downtown area and a V.I.P. registration form to reserve condominium units. That online presence was expanded when we launched a fully dynamic final website which incorporated an interactive floor plan feature that allowed users to drill into a specific unit beginning with the exterior elevation. As units were reserved, all related portions of the site were updated on-the-fly. Graphic e-mail push pages were used to attract attention and drive traffic to the website. As a final promotion, a video motion spot was developed to introduce the audience to the architecture and interior design of The Shore. This spot was projected onto a huge inflatable screen and preceded movie screenings at the Austin Park Foundation's Movies-In-The-Park event, which was sponsored by The Shore.
Even though construction is two years away from completion, The Shore campaign is already deemed a resounding success - as only a handful of units remain to be sold.
