23 September 2004 Balance Design Delivers Identity for Real Estate Development on the New England Shoreline
In July of 2004 Balance Design was asked to design an identity for a new real estate deveopment. The development is located on a bluff overlooking a quaint harbor in Rowayton, CT. The new association is described as "a unique seaside association designed to accomodate the lifestyle interests of families who enjoy the charm of a small New England waterfront community".
Carey Jones, Creative Director went to work designing a number of logos for the initial logo presentation. The client wanted to see some approaches that ranged from simple typographic to illustrative on a pretty tight budget. A series of concpets were presented and the client went with a simplified view of the harbor from a window.
After consultation with the architect for the project it became clear that some changes were neccessary. The specific detail of the window illustrated in the logo needed to be removed because it did not reflect their architectural style. The logo was refined and colors were adjusted resulting in the final logo design.
The project was fleshed out further in the form of a three panel square brochure. The brochure used stock photography to simulate the quaint village feel of the community, since there were no images available. Duotones created with mixes of the four PMS colors create a mystical feel to the development.