SP—074 / Real estate & places · Visual identity
LIGHT ADDRESS
A creative direction for a daylight-led apartment identity.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop LIGHT ADDRESS, a fictional concept for a daylight-led apartment identity. Property marketing often reduces a place to floor area and generic lifestyle language. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People comparing places to live, work or build a new routine.
The strategic idea
“LET THE DAY IN.” is the central creative thought. Use a repeatable graphic device to make the brand recognisable before the full message is read. Make the relationship between space and daily life tangible. Pair a distinctive place identity with clear, verified property information.
The creative direction
An original building-inspired graphic, assertive typography and a #00C853 colour field create the visual language for LIGHT ADDRESS. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
YOUR BRAND.
A FRESH ANGLE.
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