MONDRIAN

MONDRIAN

Mondrian at the Museums  |  Developed by Oxberry Group and designed by internationally renowned architecture firm Perkins + Will, The Mondrian at the Museums is an eight-story midrise that features 20 exclusive condominium residences located in the center of Houston’s Museum’s District.

Project Scope

For this project Random Sky was tasked with developing and producing the following deliverables.

Deliverables Overview
  • Name Development
  • Brand Direction
  • Identity and Icon Design
  • Brand Standards
  • Website Design and Development
  • Marketing Copy
  • Photography Direction
  • Direct Mail
  • Showroom Displays
  • Site Signage Design
  • Social Media Management
  • Email and SMM Ad Creative
 
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Marketing Criteria

The Marketing for the Mondrian at the Museums were developed to be in-line with the following marketing criteria.

Target Audiences Overview
  • The primary buyer is 50-75 years of age. Local, wanting to downsize. Lock and leave lifestyle. The museum district prime location is very important. Mid- and high-rise views aren't as important.
  • Non-amenitized, small, secure in a great location is what appeals to potential buyers. Prefers location, convenience, culture and walkability of the neighborhood.
  • Desire social interaction and attracted to close proximity to retail, restaurants, and entertainment.
  • Empty Nester | No Children 55% of market
  • Senior Downsizing Couples 25% of market
  • Professional Couples | No Children | 10% of market
  • International Families 10%

Brand Personality

The branding directions were developed to reflect the following brand personality traits and positioning objectives.

Personality
  • High Sense of Design
  • Identity as Abstract Modern Art
  • Rhythm and Movement
  • Spirit of Discovery & Exploration
  • Sense of Excitement
  • Upscale
  • Personally Redefining
  • Vibrant Urban Living
Positioning Objectives
  • Museum District's Newest Landmark
  • Open to Interpretation
  • Intimate. Exclusive
  • Outdoor Living
  • Thoroughly in the Now
  • Discover New. Every Day
  • Walkable Neighborhood
  • Vibrant Urban Living

Shown below are some of the concepts and inspiration behind the icon development.

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PRIMARY COLORS


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SBEF

SBEF

nAble

nAble