Emerald: an Upscale, Lifestyle Consumer Brand in Real Estate
Emerald—a contemporary, 12-story twin tower condominium development in Chicago’s West Loop—offers unobstructed views of downtown mixed with eco-friendly designer environs.
UpShift employed a 1st-ever lifestyle consumer brand approach for a real estate project in Chicago to communicate eco-friendly aspects of Emerald, we used a unique shade of chartreuse green as a branding element lavished at every touchpoint. All communications feature lifestyle imagery that ooze energetic nightlife and eco-friendly appeal: large martini, sexy models and bamboo. Our work went beyond traditional graphic design to include event planning, media buy and fulfillment of early buyer perks.