- 08.05
MercuryCloud creates upmarket brand positioning for luxury condo development
SEATTLE, August 2005 – MercuryCloud announces the completion of the Lumen campaign – a full identity, lifestyle and imagery project surrounding the development of high-end residential condominiums being constructed by Landstar Development.
Landstar enlisted David Hewitt, FAIA, head of the renowned Hewitt Architects, and award-winning interior designer Garret Cord Werner, to create a condominium structure that would standout in Seattle’s highly competitive condo market. The buildings will feature translucent concrete, reconfigurable wall systems within living spaces and highly aesthetic design.
MercuryCloud partnered with Realogics to define target demographics and a marketing strategy for Lumen. Together they mapped a campaign that included branding the visual attributes of the property, drafting a positioning statement, naming and creating an identity, launching a multi-spectrum media campaign and designing a sales center.
MercuryCloud also crafted the Lumen Design Studio, allowing potential buyers to experience first-hand the world-class architecture, luxury interiors and lifestyle amenities that are unique to Lumen. The Sales Center features exhibits and interactive media to showcase the neighborhood and benefits, including a map and availability chart that automatically updates when units are sold.
Applying the positioning statement of “Enlightened Living,” MercuryCloud developed an evocative brand that conveys a sense of tranquility, balance and function in urban living. This recognizable identity was showcased in various print, broadcast and interactive media, including newspaper and magazine advertisements, party invitations, television commercials, interactive media and the Lumen website.
About Landstar:
Landstar Homes is a privately-owned homebuilding and land development corporation headquartered in Coral Gables, Florida with divisions in Central Florida and Dallas, Texas. Established in 1978 in Central Florida, Landstar is backed by years of experience and has earned a reputation in the industry for building well-designed, quality homes and creating architecturally distinctive communities. Throughout the years, Landstar has developed land for residential, commercial and recreational uses and teamed up with other builders and partners to participate in the profitable business opportunities these developed tracts of land have afforded.About MercuryCloud:
MercuryCloud is an innovative agency made up of talented creative professionals. The company specializes in interactive design, branding, motion graphics and web development. The company’s client list includes organizations of all sizes and structures ─ from medium sized businesses to multinational corporations, from educational institutions to global brands. MercuryCloud works as a team with their clients to find the solutions necessary to achieve their goals and vision.Media Contact:
Tanya Lutman
press@mercurycloud.com
206.217.4595, x. 200