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Aura London
Town-Home Identity
The project objective was to create an identity for a series of town-homes in London, England. This includes, a brochure, set of two floor plans, business cards, a folder and a 3D promotional giveaway package for any potential buyers.
The concept was created to merge and compare the lifestyles of a minimalist and a maximalist. The minimalist, who values the little things in life, does not have an attachment to material items. They are more engaged in real life adventure and experiences. The maximalist is a collector of all sorts of vintage or rare objects that could have a sentimental value to them. By comparing the two types of owners through different sections of the brochure, the potential buyers may consider their own lifestyles, and choose a side they associate more with. This interpretation also encourages buyers to consider a balance of minimalism and maximalism in their current lives. This concept enforces the idea that, whether you are a minimalist or maximalist, these town-homes are accommodating to both styles of living.
The visuals throughout the brochure create an opposite parallel between the two types of owners. The minimalist is portrayed with non objective elements like scribbles, organic shapes, patterns and textures. These high contrast, black and white elements are included to not only represent the values of a minimalist, but also differentiate between what is represented for the maximalsit. The maximalist is represented with a vintage feeling, through antique gold textures, and classic collectible objects collaged together. The 3d giveaway package includes an antique gold mirror, where the buyer is able to reflect on where they may stand when it comes to the sides of a minimalist or a maximalist.
*SCAD Secession 2020 Award*
