Challenge

André Balazs is the developer of boutique hotels and residential properties, including the Mercer, the Standard, and Chateaux Marmont. Balazs needed a distinct brand identity that would position his company at the top of the luxury development industry, as well as express his own warm but sophisticated personality.

Action

After a series of intensive exploratory meetings with Balazs and his executive staff, we gained an understanding of his business objectives and vision for his brand...and, we finally mastered the correct pronunciation of his name. To convey the unique sense of chic sophistication that unifies the client’s properties, we created a custom typeface to be used on all his collateral materials. Inspired by Bauhaus designs, but less geometrically dogmatic, it is sensual and ultra-modern. Details like subtle patterns and rich printing techniques also help to convey the luxurious nature of the Balazs brand personality.

Results

We developed a brand that’s elegant, powerfully modern and ultra-sophisticated, yet flexible enough to represent the overall Balazs identity across his broadening spectrum of developments. Of strategic importance and great focus is the Balazs Properties website, allowing both customers and investors an immediate understanding of the quality and relaxed elegance associated with the Balazs name.

Recognition

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