Situated in Delray Beach, one of the most culturally vibrant cities in Palm Beach County, The Metropolitan’s branding needed to be as chic and artistically-driven as the city in which the luxury condominiums live. Starting with a hand-scripted logo and a high-contrast palette, the branding set the tone for what would be a high-fashion-inspired, editorial-influenced campaign. In turn, the marketing materials built intrigue and exuded class beyond the typical real estate collateral.
Enclosed in a portfolio-sized folder, the marketing piece included a magazine instead of a brochure, cultivating The Metropolitan lifestyle instead of simply trying to sell residences. The magazine, “So Delray,” was designed and written entirely in-house, allowing for growth and flexibility as the development, and in turn the magazine, evolved.
“So Delray” highlighted images from international fashion photographers, accompanied by insightful articles about Downtown Delray, The Metropolitan’s condominiums, and the building’s amenities.