The Objective:
Noble Communications came to Scott Design to design a new ad campaign for the luxury condo development "55 West" and new shopping area "Esplanade".

Creative Execution:
When creating concepts for the this campaign, I felt the ads were missing something. The client wanted to show the 3D rendering of the building, lifestyle images and the new logo I created. The campaign was to create a buzz about living in downtown Orlando. As I started concepts I felt that something was missing, then I came up with the idea to create an identity mark for one of the phrases use in the body copy, "…the center of attention."

When I started concepts, for this mark, I was using the phrase literally and it was looking to corporate. What I needed was some elegance. I separated the "of" from the phrase and put it in the background using an italicized serif font then when I placed the words "center attention" on top it completed the look.

This identity was what the ad campaign needed and was used in several corporate collateral. The rest of the ad's eliments I placed right in the center of the page. This help support the ad's headline.

Result:
Satisfied client and the ad campaign was instrumental to bringing the sales from 10% to 90% sold within 8 months.

Other 55 West on the Esplanade projects:

• Center of Attention Logo
• Esplanade Logo
• 2005 Ad Campaign
• 2006 Ad Campaign
• Condo Brochure
• Business Offices Brochure Concept
• Breaking Ground Invite
• Breaking Ground Event
• VIP Gala Invite
• VIP Gala
• Loft Sales Invite
• Loft Sales Event
• Flash Style Website
• PowerPoint
• Billboards
• DVD Handout
• Postcard
• Banners
• Give Away
• Tabletop Displays