Graphic Design USA (GDUSA) recently announced its 2016 winners for the GDUSA American Web Design Awards, an annual showcase featuring the power of design to enhance websites and online communications. The award categories include websites, apps, social media, advertising and promotion, animation and video, UX and UI.
This year, our website design for Rockrose Development Corp’s Alexander Court won in the website category. Alexander Court is a redevelopment project just outside Washington D.C.’s Central Business District, designed by Pelli Clarke Pelli. Our challenge was to show off the luxury of this project across every marketing medium and we did this through our now award-winning website; renderings of both the interior and exterior of the building showcasing its size and amenities, a film, a look-book, brochure and a virtual reality app to show what the 1 million-square-foot office tower will look like when it’s complete.
Boston Celtics to build practice facility at Boston Landing
The Boston Celtics announced that after 30 years of practicing in Waltham, they will move to a new facility at Boston Landing in Brighton. According to The Boston Globe, the team is teaming up with New Balance Development Group LLC on a venue adjacent to the Massachusetts Turnpike. Along with our rendering, Boston.com shared that the 70,000-square-foot complex will include two practice courts, locker rooms, work space for coaches and team staff, and expanded facilities for strength and conditioning, nutrition, and physical therapy. Construction will begin this fall, and is scheduled for completion in 2018.
325 residential units planned for Fenway
According to Boston.com, the Fenway neighborhood may be getting a residential tower at 2 Charlesgate West. This month, Trans National Properties proposed a mixed-use tower that would house 325 combined condo and apartment units, 10,000 square feet of retail and up to 6,000 square feet of office space. Bisnow shared that the proposed building would take the place of the existing building, which currently is the Trans National HQ. If the plans are accepted, The Boston Globe reported construction would begin next spring, with the building expected to open in 2020. See our rendering:
Plans to convert 33 East 74th Street units into single-family home
33 East 74th Street was in the news this month after Russian billionaire Alexey Kuzmichev bought two units at the Manhattan condominium with plans to combine them into a single-family home. According to The Wall Street Journal, the purchase of the two units includes the first floors of the Atterbury Mansion and a smaller apartment. Combined, the units comprise more than 13,000 square feet. The article features our rendering of a possible living space following the conversion.
Rafael Viñoly’s design for 787 Eleventh Avenue revealed
A Hell’s Kitchen automobile dealership is growing up, literally. New York YIMBY shared our rendering of 787 Eleventh Avenue’s office expansion, designed by architect Rafael Viñoly. The expansion to the eight-story building will add two stories and 86,000 square feet, bringing the building’s total square footage to more than 500,000. We also created renderings of the interior, which include 24-foot ceilings, oversized windows and a 12,000-square-foot roof deck for the office tenants. Viñoly shared that he is honored to be on the project, stating that “the opportunity to combine the building’s historic architecture with a sleek and modern design is one I could not pass up.”
Wanted: Design-build teams for the Javits Center’s expansion
This month, The Real Deal shared that the state issued a request for qualifications for the $1 billion expansion of the Jacob K. Javits Convention Center. The state is seeking a design-build partnership, which lets a landlord sign one contract with a party that handles both the design and construction of a project. Back in January, Governor Andrew Cuomo announced the 30-year-old center will add 1.2 million additional square feet to accommodate a growing demand for convention space, according to amNewYork. See our rendering of what the center’s expansion could look like:
Former rental building at 146 Willow Street to be marketed as single-family home
According to The Wall Street Journal, a townhouse at 146 Willow Street that was previously divided into seven units is being converted into a single-family home. The news comes just a week after a Brooklyn Heights apartment building went on the market as a single-family home, pointing to a potential trend in apartment conversion projects. The Real Deal added that Shahrzad Khayami of AscentSeven paid $6.8 million for the building in 2014 and spent two years restoring the building’s facade, and rebuilding the interior, which can be seen in our rendering here:
L.A.’s Metropolis welcomes four-legged friends
Earlier this month, the Los Angeles Times shared an article on dog-friendly apartments and condos in sunny Los Angeles. Included on the list of properties that welcome man’s best friend is Metropolis, a new condo development that will feature a dog park, as well as grooming and washing stations. Our rendering of the dog park, which is currently under construction, is featured in the article, as well as in the syndicated piece from The Virginia Gazette.
It’s not every day we get to design a custom-wrapped food truck for a national tour – but that’s exactly what we did for Autodesk’s BUILD X campaign, which launched in Boston this spring. Autodesk, which makes design software used by architects, contractors, and structural engineers, is breaking out of the office and hitting the road to see what real construction teams want and need.
BUILD X is a national tour that is designed to spread awareness and appreciation for construction projects, acknowledging and giving back to the construction community at large. As part of this tour, Autodesk hopes to provide those on site further insight into Autodesk and the tools it has to offer that can help the construction community continue to BUILD the world around us.
To help Autodesk craft a BUILD X campaign that was effective and impactful, we created a brand platform that would appeal to the construction community, inspire outreach and provide a solid foundation from which to further develop the BUILD X brand. From the wrapped food truck and t-shirts to the lunch boxes and napkins, we designed every detail to be part of the BUILD X brand and made the experience of getting a visit from the BUILD X truck one that was visually arresting and all-encompassing. The logo was inspired by the bold, condensed and masculine typefaces typical of construction site typography. We brought in a textural aspect to reinforce the feel of the site, while the skew of the logo animates it with motion and energy, alluding to the tour. Once the logo was designed, we created a short animation of a white delivery vehicle transforming into the final BUILD X food truck, which was included in a social media campaign surrounding the BUILD X launch.
“The Neoscape team brought our BUILD X vision to life. They understood our goals and helped us create the BUILD X Food Truck campaign that is fun, accessible, energizing and unique,” said Sarah Hodges, Director of Construction Business Line at Autodesk, with whom we worked to implement the BUILD X campaign. “The food truck tour lets us interact directly with the people who are out there day and night building residential, healthcare, commercial buildings and more.” As part of the campaign, Autodesk also launched an interactive online campaign, through which visitors to the BUILD X website can nominate and vote for their project to be a stop on the tour. So far, the tour has visited construction sites all over Greater Boston.
To get people excited for the launch – and to encourage them to vote to have the truck visit their construction site – we created a film that explains what the BUILD X campaign is all about:
So what did the construction crew win? A stop from the BUILD X food truck means free lunch from local favorite Roxy’s Grilled Cheese, packaged up in take-away lunch boxes that recall the nostalgia of construction site from years ago. We also worked with the Autodesk team to create branded BUILD X swag to give out on site – like stickers, carpenter pencils, t-shirts and hard hats. No stop along the tour was complete without giveaways, including gift certificates and iPads with a BUILD X case. So how can your construction team get a visit from the BUILD X food truck? Nominate your project here and it will be added to the BUILD X leaderboard. After your site is posted, get everyone to vote! Those projects with the most votes will win a breakfast or lunch visit from the BUILD X truck.
The purpose of the BUILD X campaign was to inject fun into the jobsite and to show appreciation for the construction community while introducing them to the resources Autodesk has to offer. Keep a look out for the BUILD X truck while it’s on the go, and if you see it you can use the #GoBuildX hashtag to let us know! We’re looking forward to seeing how Autodesk continues to help teams BUILD X together.
Finding a way to tell a story through a memorable campaign is the goal for every project we work on at Neoscape, and it’s a process that yields the best results when we work across our various areas of expertise.
“That might mean our 3D team is enhancing graphic design work or our filmmakers bring a new perspective to an interactive project,” says founder Rob MacLeod. “Our clients, employees and the company as a whole benefit from this collaborative process.”
Whether we’re using new technology like virtual reality to market a luxury redevelopment in Washington D.C. or mocking up ads for a mixed-use development, we partner with clients to determine the project’s unique brand and how to best reach the right audience.
That was our approach as we began working with Urban Visions, a developer of sustainable real estate that is creating a new southern gateway to Seattle. Located on the edge of the city, the mixed-use development is a seven-building, seven-acre property with more than 1.2 million square feet of office space. Urban Visions is looking for tenants to partner with in the development and design process, so that the result is custom.
The project isn’t going to be a typical office park – and neither is its name: the single letter –S. “We wanted people to hear about S and be enticed to learn more. They might ask, ‘What’s that?’ because they can tell it’s a really unique offering. Neoscape helped us create the logo and provide messaging along with ads and a website that would match the project’s unique brand,” says Broderick Smith, vice president of Urban Visions.
To answer the question “What is S?” we needed to find the right thematic balance while embracing the project’s location – both its historically industrial neighborhood as well as access to the water. The campaign was an opportunity for our 3D and graphic design teams to collaborate, bringing their strengths together to create a digital mockup and work together during the process to bring the design to life. The result was a series of three ads with different themes that explore the most important elements of the project.
First, we took a macro approach and emphasized the themes of nature, sustainability and how Seattle is part of the brand identity.
In the second ad, we wanted to address the themes of transportation, since the project is highly accessible and will serve as an entry point to the city.
The third ad we designed addresses who will be working at S, offering a glimpse at everyday life in the building.
“One of the reasons we chose to work with Neoscape is that they create memorable images and messages. We couldn’t get their work out of our minds. That’s what we wanted for this project – to create an ad campaign that would leave a mark and keep people asking about S,” Smith said. As a series, the ads work to address the key themes behind Urban Visions’ plan for S while embracing what makes the project unique. For a mixed-use development with so much to offer potential tenants, focusing on the possibilities and creating a bold graphic will grab a reader’s attention, leaving them with a memorable image and a desire to find out “What is S?”