The Vision on Fifteenth is a commercial real estate development by Burns Scalo Real Estate, located in the Strip District of Pittsburgh, PA. I worked with their in-house marketing team to rebrand the office building, design and 3D, augmented reality experience for an open-house broker event, and create marketing/communications pieces to share with potential tenants.
Timeline: 2020 – 2022
Role: Art Director / Lead Graphic Design Consultant
Client: Burns Scalo Real Estate
Color Palette
Typography
Branding
The Vision on Fifteenth is a rebranding project that includes modifications to the existing logo in addition to an entirely new visual identity package of icons, typography guidelines, patterns, and a new color palette. The marketing team requested Pop Art-style imagery to appeal to a younger crowd than many of their other properties. This style would also help the building exist harmoniously as a new commercial real estate development in a largely vintage and historic district whose identity is defined by public arts such as murals and sculptures, outdoor markets, and craft breweries.
The logo was changed only typographically, featuring the font, Acier BAT, and adding a modular background the the letters “on” of vision, which the original designer cleverly outlined to merge the words “Vision” and “On” in order to display the entire name, “The Vision on Fifteenth.”
The rest of visual identity was designed from the ground up to effectively communicate to the agency’s newly-defined target audience, as well as to integrate itself into the historic landmarks that it would be neighboring.
Tools
Adobe Illustrator, After Effects, Photoshop
3D / Augmented Reality
The Vision on Fifteenth’s 3D, Augmented Reality (AR) real estate tour was a technology-driven open-house experience designed to help generate interest in the office building which was under development by allowing visitors to view live AR scenes on their mobile devices of what the space will look like upon completion.
This was one of my first projects utilizing 3D modeling technology to deliver an experience accessible to individual’s mobile devices. This project required complex logistical planning and cross-team collaboration between Burns Scalo Real Estate’s marketing department, construction teams, and their third-party IT agency.
Tools
Adobe Dimension, After Effects, Illustrator, InDesign, Blender, Atom
The Vision on Fifteenth Look Book
The Vision on Fifteenth’s look book is a printed marketing/multimedia piece designed to help Burns Scalo Real Estate’s brokers communicate the value of signing leases in the agency’s new office building. Highlighting the building’s proximity to many of Pittsburgh’s most popular bars and restaurants, highway access, and the building’s integrated amenities such as parking, an outdoor courtyard, and public artwork, this book covers the lifestyle of the individuals who work in the building.
More Projects with Burns Scalo Real Estate
As a longtime creative partner to Burns Scalo Real Estate, I have worked with their agency on a variety of branding, web design, and multimedia projects.
Burns Scalo Real Estate
Diamond Ridge
The Riviera
The Piazza