Where Sustainability Meets Community
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Duration:
01
02
Sustainable architecture, also known as green architecture, focuses on minimizing the environmental impact of buildings throughout their entire lifecycle. This approach incorporates eco-friendly materials and energy-efficient methods from construction to everyday use, with the primary goal of reducing harm to the environment.
Methods of Green Architecture
City Nature incorporates several sustainable architecture methods. By sourcing materials locally and utilizing innovative options like grasscrete and bioconcrete, the buildings increase resilience. The apartment and building designs also prioritize energy efficiency, and maximiziation of plant life by using rooftop gardens and green balconies, helping to ensure the complex operates with minimal environmental impact.
By recognizing the importance of community for overall well-being it is City Nature's hope to enhance both the wellbeing of its residents and increase solidarity and shared belief in the sustainable nature of the complex. The complex is built into distinct, tight-knit neighborhoods, each sharing parks, gardens and roads to facilitate organic and natural connection.
03
I conducted a market survey with 60 potential customers, asking questions about demographics, price concerns, and the appeal of the project's selling points. The insights gathered helped refine my understanding of the target audience and shape the key objectives.
Key Objectives
Position City Nature as the ideal choice for families and environmentally conscious individuals by highlighting its unique combination of high quality of life, communal spaces, and attractive location.
Target Audience
Arriving to conclusions from the survey data, a target audience was clear:
Young Couples and Families
Yearning for Community
Environmentally Conscious
Brand Values
Community: The feeling of being surrounded by others
Sustainability: Dedication to a better future
Human/Nature: To live with nature and not against it.
04
To achieve the project's goal, I focused on developing a visual identity that embodies its core values. This process began with crafting the project's catalog, a key touchpoint for communicating its essence and mission.
Catalog Skeets
I created multiple distinct versions for various catalog spreads. As I iterated towards the final product, I retained the strengths of previous designs while addressing areas that needed improvement. By tackling iconography and infographics early on, I allowed myself the freedom to experiment and refine the overall look and feel.
In this first concept I developed the first draft of the iconic language for the brand. The design choices were meant to convey a connection to the sutainability of the project by using green tones and earthen hues.
I developed the project's photographic language using Midjourney to create detailed scene renders. By editing these AI-generated images, I achieved a cohesive final look.
After struggling with the initial designs, I decided to focus more on the project's values by emphasizing our "fingerprint" on nature. This approach ultimately informed the project's infographic style.
In this iteration, which more closely resembles the final design, I began integrating the project's values by emphasizing the connection between the natural and man-made. This is reflected in the shapes and color choices for each element.
05
The final concept integrates design elements, photographs, typography, and colors from previous iterations, achieving a refined and minimal aesthetic that underscores the project's premium quality.
To ensure a cohesive visual language, I developed a comprehensive style guide for City Nature. It outlines the core elements—typography, color palette, icons, and photography—maintaining consistency across all touchpoints.
06
The packaging design carries the logo's balance of contrast, boldness and minimalism.Using the brand's colors, geometric shapes from the logo and technical illustrations to achieve a sleek, modern and professional look.
07
To complete City/Nature's project, I developed a targeted ad campaign designed to introduce life in the project to potential residents. The campaign needed to capture the essence of what it is to live in City/Nature's complex-nature and sustainability meeting community in a way that resonated with the audience.
