One Oak is an upscale condo community in the desirable Bouldin Creek Neighborhood of Austin.
This collection of 106 luxury residences offers unparalleled amenities and timeless interior design in the heart of the city. The entire community pre-sold in 2 weeks after the thanks to a robust marketing campaign ahead of the sales launch.
MY ROLE:
BRAND STRATEGY • IDENTITY • DIGITAL ADS • MERCHANDISE • SALES GALLERY DISPLAYS • SIGNAGE • PRINT COLLATERAL
THE OBJECTIVE
Strategize and design a brand identity to reflect spa-inspired elegance, and the natural elements and amenities of the community. Create marketing assets to drive home sales, including print ads, digital campaigns, marketing collateral, and sales gallery displays.
IDENTITY STRATEGY
One Oak’s logotype is elegant and simple, and the removal of the crossbar of the “A” makes the classic typeface more modern. The brand icon is an abstracted version of a tree-ring, inspired by of course the name and the site itself, next to a tree-lined creek and containing many heritage oak trees. The neutral color palette is minimal and taken from earthy colors, with a gold accent representing the luxury aspects of the community.
This established aesthetic was seamlessly carried over into all brand channels, including print ads, signage, the digital presence, sales collateral, and the design of the sales gallery itself.
DIGITAL MARKETING
My team worked with a developer to create the One Oak website, and I was responsible for creating all website graphics like the floor plans and maps, as well as photo editing work to select the right images. I collaborated with the web developer to discuss the UI design and went through rounds of feedback going over intricate details like spacing and font size to ensure it was aligned with the brand and followed best practices for the user interface.
I also created responsive display ads for our digital & social campaigns and helped to track their metrics with a 3rd party digital agency, as well as designing optimized email templates for every phase of the sales and marketing process.
SECONDARY BRAND DESIGN
A separate more opulent identity & assets were created for the Canopy Collection, 10 exclusive penthouse residences where each home has it’s own unique sun/eclipse icon. Where the main brand ties into the nature of the tree-lined creek, the Canopy Collection’s celestial brand is aspirational and reflects life high up among the stars.
