Ritz-Carlton Residence
Print Design
Objective
Create an elevated property brochure for a $30M luxury private residence at the Ritz-Carlton Toronto.
Challenge
How do you design without content? The renderings, building photography, text, floor plans, and feature list of this property all arrived at different times throughout the design process. We also needed to expedite the printing turnaround time so that the finished piece was ready for the client as soon as possible.
Solution
A hard-cover linen-bound book provided an elevated alternative to the traditional property brochure. This ensured prospective buyers would have a lasting impression of luxury, care, and quality when referring to the takeaway marketing piece of this property. Due to a 3 week lead time for hardcover binding, I got the agent to approve front/back cover designs prior to working on the interior spreads so that the bindery could get a head start on building the cover while we collected content for the interior pages in an effort to expedite printing.
Utilizing a section-based approach to the design of the book allowed for a clear understanding of the content we had versus what was missing. This allowed individual sections to be built out in full as content became available. Coloured overlays blended imagery from disparate sources to create a unified look and feel that was on brand for both the Ritz-Carlton and the listing brokerage.
Initial sketching outlines layout ideas for the book: front/back cover, image spreads, agent details page.
Overlays unify several images throughout the book to create visual harmony. The silver-blue tones nod to the sleek construction of the development, while also linking the design back to the listing brokerage's official brand blue.
Due to the limited number of renderings available, additional imagery was created by cropping larger scenes for accent photography throughout the piece.
Taking into account a client request for images not to be touching, gallery pages were paired with text or a margin to give the renderings room to breathe and inserting additional white space into the design.
Source: Mockup templates credited to yeven_popov and lcd2020 on Freepik.