Woodmont Amenity Branding
Woodmont Properties, based in Fairfield, NJ is one of the region’s leading developers of residential and commercial real estate for people to live, work, shop, and play. Woodmont wanted to create an identity for the amenity spaces offered at their apartment communities that would differentiate them from their competitors and serve as a connective thread across all new Woodmont properties. Initial amenity spaces to be branded were their Movie Theaters, Game Rooms, Fitness Centers, and Golf Simulators.
Naming / Messaging / Environmental Design
Creative Director: Keith Caruso, ACD/Copywriter: Jess Tardy, Art Director/Designer: David Vadala, Agency: Primary
NAMING
Giving these spaces an identity meant they needed to be given names. Ownable and memorable names were developed for each amenity space and the collection as a whole. A graphic treatment was then created to serve as signage and as a sub-brand to live under the Woodmont Properties brand.
PHOTOGRAPHY
The walls were used to enliven the spaces with photography that encourages residents to be present and get the most out of their experience. A best-in-class tone was set by using striking, thought-provoking black and white photography with a sense of story – epic moments of adventure, inspiration, competition, and playfulness. Images that begin a dialogue, framed in a way that asks our audience to picture themselves in the scenario and take the narrative wherever they want it to go.
VOICE
To further the narrative and make for a deeper experience, long- and short-form messaging was married to the photography in the form of quotes. Carefully selected quotes from contemporary and classic public figures, help the amenities spaces come alive with possibilities.
