Marc & Chantal Design created the brand identity, marketing collateral and advertising for Hong Kong’s newest luxury residential building—Gramercy. The team worked closely with the developer, Phoenix Property Investors to establish the overall tone for a building that blends a resort philosophy with contemporary city living.
The project is a visual and literary journey based on the idea of finding inner peace in the heart of the city. The concept began with the tagline “Get Centred,” a play on the contrast between life amid the hustle of the city and the Zen-like qualities of the residences. Marc & Chantal set aside the much-used glitter and gold trends of residential branding campaigns and created a tonal graphic treatment of illustrated plant life, with earthtones and a natural soft color palette. Additionally, the team designed a series of visuals punctuated by a terracotta circle that rests in the center of various compositions and serves as an allegory for a well-balanced life. The entire concept evokes a fresh, vibrant sensibility, reminding people to take a deep breath and revel in the urban-escape.
The making of Gramercy was a creative collaboration that included interior designer, Peter Remedios; architect, Aedas; lighting designer, Tino Kwan; and landscape designer, Adrian Norman. The project was a huge success for the developer with nearly all units selling out over the course of one weekend.
// From our friends at Communication Arts