Bold Graphics for Bright Clients
Bold Graphics for Bright Clients
The Ortigas, a renown, high end developer in Manila, reached out to RTKL to come up with naming, positioning, visual identity, and promotional materials for a new tower in Capitol Commons. We had to go beyond the typical branding materials for a high rise, as the tower was not built yet and the clients had a lot of competition. Rather than selling the new high-rise with typical renderings, design details and neighborhood information, we decided to appeal to the youthful market by creating a lifestyle oriented campaign that showcases a day in the life of local blogger. We found Kim Jones, the fashionista blogger through Instagram, and connected her with our client as the new face of the marketing campaign.
Our concept, “The It Life,” was inspired by fashion and lifestyle branding rather than other residential branding campaigns. For implementing the concept, we decided to tell the building’s story through Kim's eyes. Naming the tower, "Maven" further told the story of a fashion maven, creating a persona for the building as Manila's "it" girl. The visual style was vibrant, artistic and happy, mixing colorful lifestyle shots, trendy fashion vignettes and artistic watercolors.