Marketing Materials - 120 South
Mel Dyjak
Project Overview: 120 South is a brand that captures the essence of modern luxury with a coastal, Californian vibe. Located in a sought-after, upscale region, the brand aims to attract an audience with refined taste, who appreciate understated elegance and thoughtful design. This project encompasses a full branding suite, including visual identity, digital assets, and print collateral, all working together to convey an inviting yet exclusive atmosphere.
Objectives:
Establish Brand Identity: Create a brand identity that feels sophisticated, yet approachable. It should resonate with an audience who values quality, timelessness, and a sense of effortless elegance.
Reflect the Locale: Incorporate elements that hint at the Southern California lifestyle, possibly through color, textures, or subtle coastal elements, without resorting to clichés.
Consistency Across Platforms: Ensure the brand feels cohesive across digital and print mediums, maintaining a high-end look that’s adaptable to both on-screen and physical applications.
Target Audience:
Affluent Professionals: Individuals aged 30-50 who are well-versed in design trends, luxury products, and lifestyle brands. They have high standards for aesthetics and appreciate premium, personalized experiences.
Design Enthusiasts: People who follow architectural and design trends, favoring minimalist, elegant visuals over bold, overly decorative ones.
Local Influencers: Individuals who influence trends within the community and serve as ambassadors for lifestyle brands.
Design Requirements:
Brand Elements:
Patterns & Textures: Incorporate subtle textures inspired by the natural surroundings, like sand, waves, or stone.
Imagery Style: Lean towards soft, natural lighting with high-contrast photos that highlight architectural lines and natural scenery.
Graphic Elements: Understated, elegant elements that might mimic coastal forms, like waves or gentle curves.
Collateral Design:
Business Cards & Stationery: Focus on a tactile experience using premium paper stocks and possibly embossed details for a luxurious feel.
Social Media Assets: Design templates that carry the same minimalistic and polished vibe, making it easy to share high-quality, brand-aligned posts.
Website & Digital Presence: A seamless digital experience with interactive features that allow users to engage with the brand’s story, services, and location.
Print Collateral: Brochures, flyers, or postcards that are visually cohesive with the digital assets and align with the brand’s upscale positioning.
Brand Voice:
Tone: Polished, welcoming, and subtly aspirational.
Key Messaging: Convey a sense of calm, luxury, and exclusivity that invites clients to imagine themselves within the 120 South experience.
Language: Clear, concise, and engaging, with a focus on the brand’s connection to the environment and the lifestyle it embodies.
Mood Board Keywords:
Minimalist Luxury
Coastal Sophistication
Timeless & Understated
Modern Elegance
Deliverables:
Logo and Brand Guidelines
Stationery Suite (Business Cards, Letterhead, Envelopes)
Digital Templates for Social Media and Website
Print Collateral (Brochures, Postcards, Flyers)
